To present their collections in a personal and sensitive way, some designers have refocused and asked those close to them to embody the brand they represent.
Family, friends, people who work for the brand, partners…
They know the commitments, understand the vision and support the approach, and having them pose is a way of making these elements tangible.
It’s also a way to represent the brand on a limited budget.
Here are three brands that have asked their loved ones to pose to embody their 2024 collections.
For his 10 years as Artistic Director of Y/Project; Glenn Martens poses his father, his close friends and his collaborators.
For Ann Demeulemeester, Stefano Gallici photographs those close to him who are also his sources of inspiration. Artists from the underground scene: musicians, poets, sculptor, tattoo artist…
Demna Gvasalia, AD of Balenciaga, features his family, his friends and friends of the brand.
1 - The father of Glenn Martens e Y/Project
2 - Maresz Miciula, musician and friend of Stefano Gallici, as Ann Demeulemeester
3 - BFRND, musician and husband of Demna Gvasalia in Balenciaga