Hats off to the bridge level brand, what a campaign!
If you are a Londoner then you may have noticed these all around the tubes and billboards - the brand hit it in a big way with broadcasting it's new image, less is more!
The concept:
“One minute fashion tells us to wear this, the next to wear
that. If we followed every fad and trend, we'd get lost in the tangle. This campaign
is about straightening things out. It's about Style & Truth. Fashion may
say 'wear green' but if red is your colour, wear red. Yes, Polka dots may be
in, but if you like that check coat, buy it.
The concept came about because of the dynamic between the
voice of fashion, and these confident, empowered women who had listened to
their own voice instead, and wore what they wanted to wear. It created a
simple, striking set of images that both showcased the clothes, and an
attitude.”
Tom Ewart, Chief Creative Officer at The Corner
The Styling:
“The AW14 concept was really easy to work with. I picked
stand-out pieces from the collection which helped to easily translate the
message.
The herringbone suit was perfect for tailoring, conveying
the message of androgyny in a cool way. Everybody loves the red dress so that
was a no brainer. Jigsaw always does amazing coats so the hardest job I had was
picking which ones to use!”
Sara Wilson, Jigsaw Stylist
The Photographer:
“We wanted to
photograph relaxed, confident women, in outfits that are simply stylish. Are they
of the moment? The “it” garment of the season? You decide.
Our photographer Annelise had a unique ability to capture a
moment on film. No gimmicks, limited make-up and styling; the sense of everyday
life. Her use of light is exceptional.
Product wise I love the plaid jumper and coat. Jigsaw has
used check for over 40 years, dating back to when it was very much only used
within Menswear. I also love the cream coat.”
Peter Ruis, Jigsaw CEO
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