Christopher John Rogers gets ahead of the season with an excellent Spring 2021 campaign. It is the designer’s first-ever brand campaign, and arrives in tandem with the brand’s first foray into e-commerce.
With art direction by Christina Ripley – who graduated from SCAD alongside Rogers – the campaign is a unique combination of orchestrated fashion shoot and behind-the-scenes photography.
Ripley and photographer Alexander Saladriagas were inspired by the work of Richard Avedon, who revolutionized fashion photography with his candid, personality-filled studio and behind-the-scenes imagery.
Using a simple corner of the Christopher John Rogers studio as a background, Saladriagas captures model Aida Blue alongside the entire creative team. Aida poses in the Spring collection, which combines black and white with boldly patterned primary colors, while the creative team is clad all in black – including their masks. Each photograph functions as a sort of vignette of one moment in the creative process, from fabric selection and measurements to styling, hair, and makeup. The images feel both playfully natural and intentionally composed, with a gorgeous sense of color and space.
The campaign arrives alongside the launch of Christopher John Roger’s e-commerce site, which was designed in reference to the collection. It is an exciting step for the young brand. The site is open for pre-orders for just a brief window of time, which is a smart way to generate further buzz and maintain a presence going through the spring season.
The campaign’s unique blend of DIY family spirit and artistic elevation is a wonderful success. By simultaneously depicting the creative process behind the piece and an emotionally-charged, artistic vision of the piece itself, the campaign takes on an inviting multi-dimensional quality.
Each of Rogers’ excellent designs is imbued with a sense of being both timeless and completely grounded in a temporal process. It is a delight to get such a window into the process of an exciting young brand, and we look forward to their continued success.
Christopher John Rogers Creative Director | Christopher John Rogers Creative Director | Christina Ripley Photographer | Alexander Saladrigas Model | Aida Blue Hair | Naeemah Lafond for Amika Makeup | Marcelo Gutierrez for MAC Casting Director | Ricky Michiels