Paul Andrew Season 4 Lucid Dreaming 2024 ad campaign photo by Jet Swan

Paul Andrew

'Lucid Dreaming' 2024 Ad Campaign

Review of Paul Andrew Season 4 ‘Lucid Dreaming’ 2024 Ad Campaign by Creative Directors Lucas Lefler and Nic Burdekin of Image Worldwide with Photographer Jet Swan with Model Abby Champion

Paul Andrew rules the night with the new campaign for his Season 4 “Lucid Dreaming” collection. The campaign imagery was created by creative directors Lucas Lefler and Nic Burdekin of Image Worldwide and photographer Jet Swan.

The creative team insightfully takes their cue from the rich character of Andrew’s “Lucid Dreaming” collection, which combines an investigation of light and shine through shimmering and metallic details with angular lines and a sensual consideration of material texture.

Swan’s photographs see model Abby Champion seem to float in a black void of night grounded only by a distant constellation of golden lights. Whether they’re the lights of a distant city over which she floats or a more metaphysical presence remains unclear, providing an enigmatic atmosphere that aptly captures the collection’s title. The shoes may be the star of the show, but in this world, they don’t need to stand on the ground.

Perhaps paradoxically, styling can play an even more important role in campaigns that focus on accessories or shoes rather than clothes: the styling of full looks must flesh out the aesthetic world of the star pieces without overshadowing them. Stylists Jodie Barnes and Imaan Sayed (as well as the beauty team) do great work here on this front, dressing Champion in looks that are alternately fluid and form fitting to cast her as an ethereal princess of the night.

Though Paul Andrew’s current focus may be on footwear, his has lots of experience as the creative director of a major ready-to-wear brand, and we can see that he brings that same level of brand cohesion and unified visual storytelling to his eponymous shoe label. This campaign elegantly translates the spirit of the collection into an intoxicating atmosphere of nocturnal splendor.

Paul Andrew Creative Director | Paul Andrew
Creative Directors | Lucas Lefler and Nic Burdekin of Image Worldwide
Photographer | Jet Swan
Model | Abby Champion
Stylist | Jodie Barnes with Imaan Sayed
Hair | Holli Smith
Makeup | Fara Homidi
Manicurist | Maki Sakamoto
Set Designer | Ian Salters
Production | Counsel