Review of Off-White “Paperwork” Spring 2022 Ad Campaign by Photographer Alessia Gunawan
Off-White celebrates the launch of its first-ever beauty line, Paperwork, with a crisp and colorful new campaign.
The star of the campaign imagery is the Solution series of eau de parfums. The unique, industrial-inspired design – a central touchstone in Virgil Abloh’s oeuvre – takes center stage, with its bright red detailing lending boldness and vibrancy. This aesthetic is at once harmonized with other industrial elements and juxtaposed with flowers, stones, and fruits drawn from the natural world.
Rounding out the aesthetic is the brand’s new nail lacquer, with a cracked finish that imitates plaster or concrete, and its new stencils, which here are used to riff on Off-White’s penchant for meta-ironic use of logos and sloganeering.
The last gesture Abloh conceived for his multifaceted, category-defying, and genre-blurring brand, Paperwork furthers the designer’s vision with its conception as a blank canvas for personal creativity and new ideas of beauty. Focused and simple yet striking and evocative, its debut campaign boldly affirms this legacy as it welcomes an exciting new chapter.
Photographer | Alessia Gunawan