After going on two weeks of back to back runway, let's break for a minute, take a deep non-nicotine infused breath and step back to take in a greater view of the industry at large. Just because there's a model-filled, free-water yielding tent set up somewhere in the city to run around looking fabulous and stressed out in, doesn't mean the rest of the fashion world (and indeed the world in general) comes grinding to a halt.Case in point the latest project of rising-star and photographer of tomorrow, Chadwick Tyler, who has just shot a super hip and sobering campaign for Levis Europe Fall/Winter 09.
Since shooting Wang's lookbook Chadwick has gone on to shoot for Jeremy Laing as well as a smattering of editorials for all the right titles including Dazed and Confused, V Magazine, The Last Magazine, Joy Quarterly, and Tank. And now he's bringing sexy back to Levi's, the quintessentially American denim brand.
Gone are the picket fences, high school football games and wholesome marketing strategies of Levi-doodle-dandy past. Levi's 2009 pays homage to the darker, more industrial side of denim, with the campaign shot amongst the grime and glamour of Brooklyn Naval Yard.
Chadwick further effected this mood via sophisticated and effective casting. He chose to send Levis Europe stalwart Josh Beech toe to toe with three-time Italian Vogue cover star Meghan Collison. No bubbling blondes or bohemian hippies here, the raven-haired Collinson glares as only she can out of her dystopian setting whilsr Beech's tightly drawn introspective expression is so brooding it may rival the famous melancholy of Twilight's Rob Pattinson. Angry is the new apple pie.
So for those of you already suffering from runway-withdrawl, take comfort in fashion's continued forward slog and look out for Chadwick's cool campaign on billboards, small screens and magazines anywhere this side of the Atlantic!
Be sure to check out the accompanying short films directed in a collaboration between Tyler and Wardenclyffe!
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