Review of COS Fall 2021 Ad Campaign by Photographer Jack Davisona and Art Directors Phoebe Sing and Andy Knappett, with talent Amar Akway, Fernando Cabral, Janaya Future Khan, Jeremy O. Harris, Mila van Eeten, Zuzana Kusnirukova, Parker Van Noord, Alyssa Sardine, Jodie Turner-Smith, Mao Xiaoxing, and Raquel Zimmermann
COS shares a focused and simple new campaign that taps into the soothing emotional palette behind its beloved minimal aesthetic. The Fall 2021 campaign features photography by Jack Davisona and art direction from Phoebe Sing and Andy Knappett.
Davisona’s simple photographs capture his subjects against tranquil and warm colored backdrops where light and shadow play dramatically across their faces. He weaves in close-up black-and-white portraits, the sideways glances of his subjects suggesting a mood of the brand’s signature intellectual sensibility.
The campaign functions more as a lookbook than any sort of conceptual or narrative-based communication – but the simple approach serves the brand’s accessible and minimal aesthetic.
The brand’s recent narrative – a return to London Fashion Week and appointment of new creative lead Lea Rytz Goldman, who was tapped to shake things up and lead the label into a new, more relevant path – is subtly present here in the crisp focus on strong design and thoughtful image creation.
Focused, thoughtful, and soothing, the campaign is a strong manifesto of COS’s accessible yet masterful minimalism.
Photographer | Jack Davison Art Directors | Phoebe Sing and Andy Knappett Talent | Amar Akway, Fernando Cabral, Janaya Future Khan, Jeremy O. Harris, Mila van Eeten, Zuzana Kusnirukova, Parker Van Noord, Alyssa Sardine, Jodie Turner-Smith, Mao Xiaoxing, and Raquel Zimmermann Stylist | Clare Richardson Hair | Mari Ohashi Makeup | Niamh Quinn Casting Director | Anita Bitton Set Designer | Alice Kirkpatrick
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