Carly Cushnie continues to march to her own beat following on the heels of her recent Spring 2019 show with a new resort campaign lensed by Stockton Johnson.
The campaign, art directed internally by Ehren Jaleel-Wenrich, features model Bruna Lirio in a number of holiday looks while running around the New York Edition Hotel. The brand is at the 10 year mark crossroads which The Impression believes to be the most difficult of stages as trade partners no longer forgive the naivety of being new, while the established players don’t make room for the next wave quickly. Part of that challenge is about storytelling and since flying solo since the departure of one half of the founding duo, Carly Cushnie can tell that story with singular clarity.
What that story is and how she builds narrative around her brand remains to be seen as the two previous campaign outings tend to be product focused, rather than image focused. That path is crossed when a designer recognizes the product is simply a temporary souvenir of the brand experience. Sure it is important, but speak to any great designer and they won’t talk about their product because they recognize how fleeting it is. They talk about their message and how that message is involving. They rarely speak to clothes, they never speak to a muse, they concentrate on the story. A story for Cushnie, that we feel is still being developed to write its first, not 10th, chapter.
Cushnie Creative Director | Carly Cushnie
Art Director | Ehren Jaleel-Wenrich
Photographer | Stockton Johnson
Model | Bruna Lirio @Supreme Management
Beauty | Donna Fumoso of Next Management
Location | New York Edition Hotel