Felipe Oliveira Baptista unveils his first campaign as creative director of Kenzo.
The Portuguese designer’s first collections for Kenzo debuted at the house’s Paris runway show in February. Now he’s treating us to his first campaign, in celebration of the new Kenzo Sport line.
The campaign brilliantly combines the intense physicality of sport with the artistry of dance and costume design. Oliveira Baptista worked with choreographers O. Casamayou and C. Charaire to create a language of dance through which the collection can speak, an athletic fusion of hip-hop and contemporary dance. But it is not merely the human body that composes the form of these dancers; pieces from the collection like yoga mats and pool tubes are used as props and costume pieces which transform the dancers into larger-than-life characters. The human body and the objects which aid its motion are transformed into a single persona.
Photographs by Tim Elkaïm make use of these same principles, but apply them to realize a sculptural stillness. Overlapping bodies and sportswear combine to create angular and rhythmic new forms.
Oliveira Baptista puts his signature on the exciting transition with the introduction of a new logo, made up of two intersecting Kenzo’s, which echoes the campaign imagery’s angular, pop-and-lock aesthetic. With its smart collaborative choices and its impactful singularity of vision, this is a wonderful debut campaign – and we get the sense that Oliveira Baptista is just getting warmed up.
Kenzo Creative Director | Felipe Oliveira Baptista Director | Gregoire Dyer Photographer | Tim Elkaïm Stylist | Pascal Humbert & François Joos Choreography | O. Casamayou + C. Charaire Music | “Chef” by Sukulbembe