Review of Mark Cross Pre-Spring 2021 Ad Campaign by Photographer Ethan James Green
Recently revitalized after being shut down in the late 90’s, America’s oldest luxury brand is in the midst of an impressive comeback. With its newest campaign, which celebrates the brand’s 175th anniversary and features photography by industry darling Ethan James Green, Mark Cross cements the success of its return.
The campaign subtly explores the almost two-centuries-long history of the brand while paving the way for its future. Originally manufacturing equestrian equipment before moving into luxury leather goods, the brand wove itself into 20th-century American culture through partnerships with Alfred Hitchcock and Chrysler.
With Mark Cross being so deeply rooted in arts and culture, we strive to honor the past while actively pushing ahead to modernize America’s oldest accessories brand. With that in mind, we commissioned renowned photographer Ethan James Green to encapsulate these creative roots while paying tribute to who Mark Cross is as a company, and how it exists with relevance within today’s world. With notable work celebrating diverse communities, Ethan’s campaigns bring both intimacy and honestly to the luxury space – and we think he does just that with our Spring 2021 campaign. As a part of our overarching revitalization, Ethan has captured Mark Cross’ evolution while showcasing the larger sustainability and social-conscious efforts that embody our legacy brand.
— Ulrik Garde Due, Mark Cross President and CEO
A strikingly diverse cast embodies the country’s unique historical character as a mosaic of ethnicities and cultures. Smart styling choices by Dara Allen feel historically rooted while simultaneously offering some avant-garde, gender-fluid futurism – yet the Mark Cross bags remain the focus in terms of design. Green brings his singular knack for drawing out character and emotion to his portraits, finding dynamic layers of both serious introspection and carefree playfulness.
We’re at the beginning of something really great.
— Ethan James Green
The campaign feels like an incredibly smart way to synthesize the brand’s history and present moment of working its way back to the forefront of American luxury. It is also an inclusive and uplifting portrait of how Americans look and see today, and it gives us hope that a brand actually can play a helpful role in guiding our culture back towards its ideals of freedom, possibility, and equality.
Photographer | Ethan James Green Stylist | Dara Allen Makeup | Kanako Takase Hair | Jimmy Paul
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