Review of Christopher Kane ‘More Joy’ Summer 2021 Ad Campaign by Christopher and Tammy Kane with Creative Director David Bailey Ross and Photographer Wiktor Malinowski with models Ibrahima Kone, Pau Anguera, & Carlos Gómez Galobart
Christopher Kane continues his quest for “More Joy” with a new summer campaign. A simple ode to the ideals of optimism and sensuality, the campaign features creative direction from David Bailey Ross and photography by Wiktor Malinowski.
Since its launch in 2019, Christopher Kane’s “More Joy” line has been a hit thanks to its accessibility and positive iconography – the mantras “More Joy,” “Special,” and “Sex” appear on every piece of the collection, unifying them into a sort of lifestyle ideal, while the consistent color scheme of black, white, and red keeps things eye-catchingly simple.
The spirit of the summer capsule is captured in a series of campaign images that channel the energy and harmony of the natural world through the collection’s lens of human optimism. Malinowski captures his models on the beautiful beaches of a rugged coastline. His simple compositions made up only of the natural world, the human body, and the pieces of clothing put a joyful focus on the way these elements interact with each other.
The continuing success of the More Joy collection is a testament to the power of strong art direction and branding through text-based logos.
The campaign and clothing are quite simple, but through a well-considered understanding of how these textual and visual motifs mean together, the campaign takes on an uplifting emotional narrative that becomes more than the sum of its parts.
Christopher Kane Creative Directors | Christopher and Tammy Kane Creative Director | David Bailey Ross Photographer | Wiktor Malinowski Videographer | Nikodem Marek Film Production | Shoot Canarias Production Models | Ibrahima Kone, Pau Anguera, & Carlos Gómez Galobart Casting Director | Finlay MacAulay at The Establishment
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