MSGM Spring 2016 Campaign

Edgy, unique, one-of-a-kind … have you guessed already? It’s time for MSGM’s spring/summer 2016 campaign. Straight lines? Symmetry? No, we haven’t heard about any of that. And why would we? We’re all excited to get MSGM’s uncommon looks and silhouettes this year.

MSGM Spring 2016 Campaign

Fringe, chains, draping… lots of draping. The forms are loose and baggy, combined with fabric cut-outs and add-ons. The main colors used in the collection are red, yellow, blue, pink, and beige (almost the M&Ms pack). These pieces would look fantastic in movement, as forms and shapes take over the game and create a dance of fabric around you.

The MSGM spring 2016 campaign has attracted two of the newest names of the fashion industry, models Kiki Willems and Marjan Jonkman. Willems is known for pretty dramatic shoots, a harsh look and slicing eye contact. She has been also involved in one of the latest controversies about featuring underweight models. Whether it’s because of the bagginess of the outfits or the photographers perspectives, we’re glad this side of Kiki is not showing in the ad campaign. In fact, she looks very sporty and healthy here.

Marjan Jonkman is from the same category of dramatic models, who can tear off the photo and get to you. And although she is often considered to be a relatively new face in the industry, she has already been noticed with a few fashion powerhouses. Needless to say, she looks just as excellent in the MSGM campaign.

So, have you been wondering why this campaign turned out to be so weirdly dramatic when the outfits are actually pretty light and fun? Well, it’s always the photographer, who sets the mood! Ben Toms has taken over capturing the new collection and has brought his alluring style into MSGM’s SS 2016 campaign. He is one of the most well-known magazine photographers at the moment, and you can clearly see the magazine style throughout the campaign. Simple, yet detailed.

The amazing simplicity of the set was achieved by Janina Pedan. The models pose outdoors, as if they are the undetachable parts of a modern sculpture park. They are a part of the art… intriguing, stimulating, and… yes… dramatic. They are the modern art of the campaign.

Of course, the credits don’t go only to the models and the photographer. The casting of the models has been done by Piergiorgio Del Moro. The outfits have been styled by dazzling Robbie Spencer (it is nearly impossible not to notice his signature), with hair and makeup help from Neil Moodie and Gemma Smith-Edhouse.

A team of edgy experts, a duo of dramatic models, and an urban collection… this was the entire MSGM spring/summer 2016 campaign. Want more? You might want to visit the stores for that.

Photos courtesy of MSGM

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