Clare Wight Keller's first ad campaign for Pringle of Scotland is a radical turnaround for the company that she joined last year. The black-and-white campaign, shot by David Sims, features models Freja Beha Erichsen and Tom Guinness-Taylor wearing Waight Keller's first full collection for the house.
"We were inspired by David Bailey's photos from the late Sixties and early Seventies," she told WWD. "We loved the individual, very British spirit of those photos." Pringle's last two high profile campaigns have featured Heidi Klum and Sophie Dahl – so Waight Keller's plans for her first have been kept as a closely guarded secret until now. "It's a departure from past campaigns, and it was important for me to make that distinction," she said.
"My point of view is radically different from past ones at Pringle. I want to make the individuals the focus. Both models look very pulled-together, but there's a certain sense of rebellion underneath the surface, something a little bit dangerous, a sense of walking on the edge."
Francisco Costa at Calvin Klein has also given his ads a modernist shot for next season. "When you design a collection, you want to put forth an image that relates to it," says the man named Womenswear Designer of the Year at the CFDA awards earlier this month. "I wasn't part o the past campaigns, but it's naturally how it should go."
Inspired by Man Ray and Lee Miller for autumn/winter 2006-7, Costa worked with Mert Alas and Marcus Piggott on Thirties-style cinematic black and white images of Natalia Vodianova and Bev Moore.