JW Anderson in February launched the Your Picture/Our Future campaign, where photographers submitted six original photos to the London-based label for a chance to shoot its Fall 2018 campaign. Photographers Julie Greve, Simons Finnerty and Yelena Beletskaya won the open call and the opportunity to shoot the JW label’s Fall 2018 campaign that debuted today.
Greve, Finnerty and Beletskaya’s respective styles are prominent in this campaign, but they agree with each other very easily. It helps that JW Anderson is unconventional in its approaches to design and imagery.
Beletskaya’s use of smoke adds dimension and distortion to the designs, especially in the photo with models, and brings drama to the photo of handbags hanging from a tree stump. Finnerty modeled his photos that have an air of sensuality and androgyny, and Greve photographed women in groups much like her winning photos.
The Fall 2018 campaign is a continuation of designer Jonathan Anderson’s initiative to highlight emerging artists. While photographers have the spotlight at JW Anderson, the Northern Ireland-born designer offers his attention to craftsmanship at Loewe. Anderson launched the Loewe Craft Prize in 2016 to celebrate creativity and craftsmanship in the digital age and recently partnered with artist Anthea Hamilton on an installation at Tate Britain.
Anderson has found a way to give back to the arts through both of the fashion labels that he is directing. Like Gucci partnering with artists for campaigns and capsule collections, Anderson aims to maintain the integrity of the arts in an age where the masses just want more.
Photographers | Julie Greve, Simons Finnerty & Yelena Beletskaya