Sometimes the fashion world has a way of feeling a bit stagnant — maybe it’s the waning relevance of New York Fashion Week or the way Instagram and the internet, in general, has democratized so many aspects of fashion that make couture seem a bit out of touch now. Designers are becoming increasingly savvy about these things, however, and JW Anderson’s latest campaign demonstrates that.
He’s making his spring/summer 2018 ad campaign a community affair and inviting the public to submit pictures that he will use and promote with the slogan “Your picture/Our future”. (<– OK, this is sweet.)
“By asking for submissions in this way, it really feels like the right way to find new imagery. We have taken a chance on image-makers in the past, and we decided to do it in an even bigger way now,” the designer told WWD.
Anderson said he wants to “galvanize a new generation of image-makers — aged 18-30 — and help one of them develop a distinct voice in the forthcoming campaign.” The designer is working with Benjamin Bruno, the brand’s creative consultant, and M/M (Paris), both frequent collaborators on Anderson’s campaigns.
SPRING SUMMER 2018 CAMPAIGN YOUR PICTURE / OUR FUTURE Do you have image fatigue? Do you have a sharp vision? Do you want to be part of a new, new wave? Would you like to photograph our next campaign? No time wasters. It is not as easy as it looks. You have to know you have something to say. That something has to apply to our world. Send us 6 original images you have taken. Images of the here and now, wherever you are. People, landscapes, objects, everything. Unpublished. A jury lead by Jonathan Anderson will review submissions. An exhibition will take place in London. And you might shoot our next campaign. Full details and application at j-w-anderson.com #jwayourpicture #yourpictureourfuture @mmparisdotcom @jonathan.anderson @benjaminbruno_
Taking the public collab one step further, the submissions will also be curated for a show in London later this year. A jury of fashion industry folks — along with Anderson — will be choosing the final selection. Brands have been all about guerrilla and/or DIY-style marketing lately, from Kanye asking social media celebs to don a Kim K wig to Glossier’s “real girls” campaign. Entries must be in by March 12 at noon, and the label is requesting six images sent in per submission. The finalists will also be featured in an exhibition held by JW Anderson in May 2018.
“Do you have image fatigue?” J.W. Anderson’s Instagram post questions. We might, but not for much longer.