Creative Director and designer, Jonathan Anderson, launched an ad in the beginning of 2018 calling all photographers to shoot his label’s next campaign for JW Anderson. He recently announced the winners of the competition, picking not one but three photographers.
Anderson is pushing the limits and breaking barriers, creating this open call to unpublished photographers 18-30, the contest offered a grand prize of £5,000 and commission to shoot JW Anderson’s Spring 2019 campaign. He used the Spring 2018 Campaign to promote this competition. This was a clever way of communication and advertising to show what Anderson strongly believes in. Rather than presenting a new collection he’s focusing more on what will lead up to it. “I felt as if we were given the chance,” Anderson said. “It felt right to give somebody else that opportunity.” These winners have the opportunity to have their work posted everywhere from postings to magazines. Anderson wasn’t asking, he was calling for these photographers, giving them a chance to showcase their talents. He believes in giving talent a chance and this is exactly what he’s showing in this upcoming campaign.
Anderson himself is no stranger to open-calls. In 2011, the Irish designer won second prize in The British Fashion Council’s NewGen sponsorship, a professional break that would shape the rest of his career. Seven years on, Anderson is paying it forward with the Your Picture/Our Future contest.
Spring 2018 Ad Campaign
A panel including Anderson, Amanda Harlech, Benjamin Bruno, Jo-Ann Furniss, and Tim Blanks waded through nearly 2000 submissions to choose the 50 currently being exhibited at 13 Floral Street in London. In the end, Julie Greve from the U.K., Yelena Beletskaya from Russia, and Simons Finnerty from the U.S. were announced as the contest winners. “Seeing all this talent come together made it impossible to choose one winner,” Anderson wrote on Instagram. “As such, we will have three photographers that will work on the same brief and campaign coming to you next summer.”
An open-call of this scope is a first in the fashion world. While labels like Ralph Lauren, Burberry, and Gucci have turned to direct-to-consumer tactics, none have tapped such a large pool of untried talent. The question each of these labels is trying to answer is how does a fashion brand advertise in the age of social media? Anderson offers up crowdsourcing as a possible answer. His call to new talent opens the JW Anderson brand to the community, and places luxury back in the lives of everyday people.