Fall 2015’s ad campaigns have taken to the streets. Moving away from the ever-favored and calmer studio shot, outside is where the action is for several new advertisements. Miu Miu travelled to New York City with Steven Meisel while Gucci brought Glen Luchford to L.A. to capture their collections in bustling areas of public transport, like the bus stop or the subway station, in a not-so-everyday commute. Burberry, too, finds its eclectic cast of beatnik characters traipsing the streets with Mario Testino in the St. James neighborhood of London, somehow fitting right in to their surroundings. Versace and Mert and Marcus strike an industrial chord with their models in short, bright dresses and thigh-high latex boots set on construction-esque metal stairs. Meanwhile, Raf Simons and J.W. Anderson have taken the scenic route, setting the mood in outdoors areas meant to connect with the feel of the collection. There is something visceral about seeing Willy Vanderperre’s shots of Simons’ pieces, reminiscent of graffiti, paired with patinated horses frozen in action; or Anderson’s loud pieces muted to a black and white shot by Jamie Hawkesworth that appears almost cultish in nature. What do these outdoor shoots mean for Fall 2015’s fashion? Perhaps a link is being sought between the designer and the consumer, an earnest “you can wear this, too,” message being sent out by the thousands in magazines, storefronts, street ads and digitally. No longer is playing dress-up something you do in the comfort of your own home – it’s time to take it outside.
