Andrew GN

Spring 2022 Ad Campaign

Review of Andrew GN X Great Barrier Reef Foundation Spring 2022 Ad Campaign by Photographer Bon Parinya Wongwannawat with models Brynn Bonner and Victoire Nkwuda

Andrew GN shares a new campaign highlighting his Spring 2022 collection, which was the result of a partnership with the Great Barrier Reef Foundation.

The campaign repurposes imagery from the designer’s Spring 2022 film presentation – which he showcased as part of Paris Fashion Week in lieu of a physical show – but Wongwannawat’s on-set photographyt is strong enough that it feels impactful as a campaign. The photographer sets the striking coral patterns and silhouettes of the collection against backdrops of architecture and art, finding a gorgeous interplay of texture and color.

Though the incorporation of the coral motifs into his designs is executed beautifully, the “GN X Great Barrier Reef Foundation” collaborative title of the campaign feels like a bit of a stretch.

While coral may have inspired the designs, there’s no creative input from the Great Barrier Reef Foundation. Furthermore, the campaign and collection don’t raise any money for the foundation; the partnership is merely expressed in a hashtag and meant to raise awareness.

It is true that all the world’s corals will be dead quite soon unless drastic changes are made, and it’s certainly important to raise awareness of this horrifying reality. But this sort of psuedo-collaboration feels a bit cheap and performative; it gives the brand’s affluent costumers a way to look like, and tell themselves that, they are helping the environment without actually doing anything about it.

It’s a smart marketing technique, and if fashion really is just about the way things look, then it’s a good-looking collaboration. But looking a bit deeper, it attests to the same obsession with consumption that created the environmental crisis in the first place.

Photographer | Bon Parinya Wongwannawat 
Models | Brynn Bonner and Victoire Nkwuda
Hair | Tomohiro Inotsume
Makeup | Christina Lutz

Senior Fashion Writer | The Impression
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