Chopova Lowena

Spring 2020 Ad Campaign


Central Saint Martins alumni and LVMH Prize 2020 finalists Emma Chopova and Laura Lowena have launched an ad campaign for the Chopova Lowena Spring 2020 collection.

An avant-garde fusion of Bulgarian tradition and 1980’s rock-climbing tropes, the Chopova Lowena Spring 2020 ready-to-wear collection is rooted in folklore and heritage craftsmanship. The campaign art directed by Jamie Reid and photographed by Charlotte Wales features non-conformist architectural silhouettes combined with kaleidoscopic pleated skirts, and layered over leggings and bodysuits. The photography has a theatrical appeal, with model Lily McMenamy lounging rather haphazardly in a field of flowers, or super-imposed against a backdrop of alpine vistas. Free association brings to mind the old nursery rhyme “Jack and Jill”…only this time around, Jill has abandoned the hill in favor of climbing a mountain. Jack is nowhere to be seen, but Jill looks fetching (even when once again she comes tumbling down).

Chopova Lowena Creative Directors | Emma Chopova, Laura Lowena
Art Director | Jamie Reid 
Photographer | Charlotte Wales
Model | Lily McMenamy
Stylist | Agata Belcen
Hair | Kiyoko Odo 
Makeup | Anne Sophie Costa
Casting Director |
Set Designer | Georgina Pragnell