Protest announcements and calls for change have always been the subject of posters plastered on the walls of bustling city streets. You can sense the change or tension in the air simply based on what you see when taking a stroll. Manish Arora wants to be on your mind, releasing his Fall/Winter 2015 campaign via the streets of Paris during fashion week in a guerilla-style marketing move.

Lensed by Charles Freger, a photographer known for taking pictures of students, soldiers, athletes, and other groups that typically wear uniforms, the campaign features model Debra Shaw. Shaw has walked for the likes of Alexander McQueen, Dior, Thierry Mugler, Dries van Noten and countless more, captivating all with her lithe body and angular features. She is clad in Arora’s Fall 2015 collection, a vibrant blend of clothing in bright fuchsia and gold, two of the designer’s preferred colors. The appointment of Freger as photographer is suddenly clear upon viewing the images. Armor-like gold clothing paired with sugar-skull bags and knee high lace-up boots with sneaker soles combine to make Shaw a soldier in her own right – regal yet feared.

Arora started his namesake line in 1997, but it wasn’t until 2005 that he began getting international recognition after nabbing a spot in London Fashion Week. Now, Arora’s clothes have been worn by the likes of Rihanna, Nicki Minaj, Lady Gaga and M.I.A, and he has designed for iconic French fashion house Paco Rabanne. Despite these accolades and his history, this campaign is Arora’s first advertising venture. Not bad for a debut.

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