Kurt Geiger hands us a galaxy of diverse talent with its latest Fall 2018 ad campaign.
Shot and directed by Erik Torstensson with help from Chief Creative Officer Rebecca Farrar-Hockley, the house takes us to a studio in North London to capture images of a diverse cast, one that perfectly represents the diverse Kurt Geiger customer. The unique, eclectic cast consists of Alek Wek, Nick Grimshaw, Alice Dellal, Jamiroquai, Christabel MacGreevy, Reece King, Molly Smith, Zandra Rhodes, and Joan Collins.
“I think the idea of shooting one pretty skinny model surrounded by product is dated and not representative of the diversity of the Kurt Geiger customer,” said Farrar-Hockley. “The way many brands work nowadays, their advertising doesn’t reflect modern life. There is nothing wrong with fantasy and aspiration, of course, but you need, I believe, a real connection to the customer nowadays.”
The campaign truly encompasses what it means to be individual, unique, and yourself and as a result, is unique in and of itself. “Your run of the mill fashion campaign, this ain’t,” according to the brand’s official website.
“It was important to me that we strip back the images, remove all props and shoot the individuals wearing their own clothes in outfits they chose to wear that day,” said Farrar-Hockley. As a result, each member of the cast boasts their own individuality and style.
“It’s all about them being them,” continued Torstensson, who succeeded at highlighting the aspects that made each person unique.