We11done Fall 2024 Ad Campaign

Review of We11done Fall 2024 Ad Campaign by Photographer Marili Andre with models Matilda Liedholm, Nanne Groenewegen

We11done disrupts domestic stillness with dynamic avant-garde energy in its surreal Fall 2024 campaign by photographer Marili Andre.

Andre’s imagery subverts the stillness of quaint domestic simplicity with tension and movement. At first, the settings seem like straightforward examples of quaintly kitschy interiors preserved from 70s and 80s suburban interior design trends: pastel floral wallpaper, wood paneling, wall-to-wall carpet, linoleum tiling, craftsman furniture. But on closer inspection, something about these spaces is a little off; the couches are too long, the rooms are too wide and empty to make sense as an actual house.

But most striking, of course, is the way the models occupy and interact with these liminal spaces. In some images, they stand stock-still, strikingly statuesque figures uncannily inhabiting this subtly surreal house that may not be a home. But in others, they are frozen in motion: they fall, twist, jump, breaking the quiescence of these interiors with movements that don’t have a purpose, and thus create a surreal force that electrifies the compositions with an intoxicatingly strange forcefulness.

It’s a fitting visual perspective for the Korean brand, which has made undeniably cool avant-garde riffs on classic garment categories its signature.