Illustrious photographer Steven Klein was chosen to shoot the Versace spring 2016 ad campaign. The photoshoots will be released in February 2016, and the stunning Gigi Hadid is featured alongside Natasha Poly and Raquel Zimmermann. Versace wanted to empower women, and this casting really embodies everything Donatella Versace stands for with her designs. To finish off the play on strength and power, Lukasz Grabowski, a martial arts expert, was featured in the background of the shoot.
The Versace spring 2016 campaign was shot at the California salt flats, which allow the bold prints and garments to stand out against the sleek white background, without having to having to deal with the chill of snow. The sky was blue and the models were looking modern and embodied the power in their youth. The casting from the photographer to the models shows that Versace takes care in her decisions, which in turn shows her intentions in the fashion industry.
“This is the Versace woman today, an individual who is proud of her own character. I love Gigi, Raquel, and Natasha and everything they stand for,” Versace said in an interview with WWD.
The powerful models were enlisted by the powerful designer to create this stunning photoshoot; it seems everything worked out perfectly for this crisp photoshoot. Each model was styled to look almost like the same woman, giving an interesting visual for the viewers. Knowing each model is powerful in her own way, it’s interesting that Versace chose to give each of them the same look, instead of letting their own unique attributes play to the campaign’s advantage. However, there is also a distinct element of power that comes through with the idea of similarity between women. No matter what traits one woman carries, she is just as powerful as the other. It is an interesting concept, and Versace no doubt made this decision carefully.
Onto the male ad campaign, Benjamin Benedek, Lukasz Grabowski, and Nathaniel Visser were featured wearing very different styles. Versace wanted to again portray a level of power in this campaign, but also adding in a dash of drama.
“In this new campaign, the Versace man is at his most dramatic, fearless, and strong. He is a man of his own mind, no matter where he finds himself,” the designer told WWD.
She’s not limiting her encouraging words to one gender, and it is clear she takes pride in the work she does for her clients. To her, it’s not about how strong someone is or how they display their power, but the important thing is for people to figure out how to use their power for their personal wellbeing. So not only does she promote empowerment for all, but has a heavy hand in promoting individualism.
This final concept of individualism may appear a bit misconstrued in the women’s campaign, but when looked at through the proper lens you can see the significance in her decision. It doesn’t matter how the girls look, because they know they have their personal power in unique ways. It doesn’t matter if it necessarily shows based on appearance, as long as it is felt within. So kudos to Donatella Versace for creating such a gorgeous campaign while promoting a positive image for everybody around the world!
Photos courtesy of Versace