Review of Stella McCartney x Sorayama Spring 2024 Ad Campaign
Stella McCartney reunites with Hajime Sorayama for a Spring 2024 capsule collection that brings the artist’s legendary sexy robots to a curation of sustainably made unisex pieces. The launch is celebrated with a slick campaign starring model Iris Law.
While Sorayama’s instantly recognizable, retro-futurist work has made its way into a number of fashion collaborations before, his partnership with Stella McCartney is more personal than most. McCartney is an avid collector of the artist’s work, and they’ve maintained a decades-long friendship.
I came across Sorayama’s work in the late 90s when I was living in Paris and was absolutely mesmerized by its cheeky sensuality and airbrushed quality. I met with him when I was next in Japan; we have been friends and I have been collecting his art ever since. He makes me laugh in a naughty way, and I hope this capsule communicates the playfulness and mutual admiration we have between us.”
– Stella McCartney
In addition to the artworks selected by Sorayama, which include his signature erotic and mechanically precise gynoids and his platinum strawberries, the artist created a new piece for the capsule: a Vitruvian Woman in his singular “superrealism” style, reimagined with Stella’s face.
Teased during McCartney’s Spring 2024 runway show, the capsule now gets a full campaign treatment, which sees Iris Law model the collection before gradient backdrops that subtly recall the artist’s airbrush style. The accompanying video puts these portraits into motion to a furutistic breakbeat soundtrack.
Though it would have been great to see Sorayama’s futuristic vision work itself into the campaign concept a bit more, the imagery nonetheless is a strong statement of a hyper cool meeting of creative minds.