Shot by legendary fashion photographer Bruce Weber, the newest Versace fall 2016 campaign not only features models Karlie Kloss and Gigi Hadid as modern versions of fashionable moms, but also finally sets forth Donatella Versace and Bruce Weber’s comeback as a powerful, innovative artistic duo.
The first (and last) time Weber worked on a Versace campaign was more than 20 years ago, in 1990, and it did give the label a more artistic, refined touch that is still vivid in our minds. As much as Weber’s first collaboration with Donatella Versace, this fall 2016 campaign declares a change of direction in the label’s aesthetics, denoting its less glossy and glamorous side in order to focus on a more real, contemporary style.
Shot in Chicago, besides showing more day-to-day fashionable versions of moms Kloss and Hadid, the campaign also explores the territories of multiculturalism and independence, representing realities that most of the times are perceived as light years away from the fashion industry. Both Karlie Kloss and Gigi Hadid (who are independent women themselves) are seen sporting mommy-on-duty looks, either walking hand in hand with their fictional husbands and toddlers, or just rocking a businesswoman outfit.
“This was kind of a turning point. Versace’s image is so much about the red carpet. But I wanted to make day clothes fierce. You know: She’s a superstar, and she runs her business, and she runs her family too. Fashion is a part of life, and I thought it was important to show it could be a part of many different lives. That it could help you in your life. It’s not about creating beautiful illusions anymore.[…] Bruce decided we should shoot in Chicago. I didn’t know it at all. But the city is so multilayered. Then he said we could be in the studio, but we had to go to the supermarket too, because really powerful women also go to the supermarket,” Donatella Versace told the New York Times, unveiling her desire to deliver a more grounded kind of fashion that might suit everyone.
The same goes for Weber, who declared in the same interview: “Donatella was really into the idea of taking the men and women she designs for and putting them in the world where you work, you go out with your family, you live. It’s always funny to me that people think fashion photography is all about showing the clothes. It’s not. It’s about reporting.”
As for the outfits Donatella Versace chose to include in the campaign, they perfectly embody the whole attitude of ‘powerful, independent women’ the designer is willing to show off mainly thanks to the use of leather, geometric, colored embellishments, and sensual plunging necklines that exude femininity along with the collection’s glam-rock miniskirts.
Knowing that such a fashion guru is prone to changing something and willing to listen to the changes society is currently undergoing is a breath of fresh air for those who consider fashion a form of art. It will be extremely interesting to see how things evolve at Versace in the upcoming seasons.
Photos courtesy of Versace