Cool kids, a New York City backdrop and #90s throwback art direction, WGSN Associate Editor of Retail Intelligence Jackie Chiquoine gives you the lowdown on Alexander Wang’s latest campaign.
Alexander Wang’s SS16 campaign has finally landed, nearly a month after most labels rolled theirs out in time for the March issues. This campaign is squarely digital-focused, designed to be experienced and shared on social media, rather than in the pages of magazines. Attempting to build buzz and spread out the experience throughout the campaign season, images were first teased with a devoted @wangsquad account, spotlighting the campaign’s large cast with polaroids of each model.
On the day the campaign was finally released, Wang had his models do it for him: members of the squad took to Instagram to post the content themselves, with the official Alexander Wang account reposting. Though he claims the shoot was inspired by cult 90s ensemble comedy 200 Cigarettes, there’s little actual creative direction behind the images: Wang chose to let his gang of friends and muses out into New York City to capture themselves doing what they would naturally, photographed by Steven Klein with styling by Karl Templer.
The campaign stars (in alphabetical order): Alice Glass, Alice Metza, Aluna Francis, Anna Ewers, Baauer, Binx Walton, CL, Diego Villarreal, Hanne Gaby Odiele, ILoveMakonnen, Isabella Emmack, Issa Lish, John Swiatek, Kaia Gerber, Lexi Boling, Lucien Smith, Molly Bair, Peyton Knight, Stella Lucia, Travis Scott, and Vic Mensa.
WANT MORE?: The original supermodels: Naomi, Cindy and Claudia are back for the new Balmain campaign, read up on that here.
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