After releasing the innovative Versace pre-fall 2017 collection, Versace decided it was about time to reveal one of its most artistically inspiring ad campaigns ever. Shot by Bruce Weber, the brand new Versace spring 2017 ad campaign took models Edie Campbell and Anna Ewers to Kentucky, where Versace’s spring 2017 proposals were literally set free.
Behind the campaign, which exudes nothing but positive feelings and empowering vibes for sure, lies a deep philosophical meaning, explained by creative director Donatella Versace in a recent press release.
“The campaign encapsulates the freedom and dynamism of summer, the active mood that is at the heart of Versace SS17 for both men and women,” she declared. “This is a collection about the dynamic moment and the freedom of the Versace life,” she concluded only before taking the time to praise iconic photographer Bruce Weber’s works, stating that “there is no one I know who can capture that spirit and energy like Bruce Weber”.
Weber, a longtime friend of Donatella’s and a habitué at Versace’s headquarters (he has been working with the Italian fashion house for almost two decades now), managed to skillfully capture the collection’s visionary essence, equally focusing on the Versace spring 2017 lineup’s most sensual attitudes, as well as on its more casual-chic spirits.
To further embody this concept, each one of his four campaign pictures features one or more horses in the background, with each of them having been chosen according to the main motifs of the pictures. A white horse, for examples, was featured to complement the men’s wear collection ad campaign picture, while a majestic black horse is seen where models of the model Campbell and Ewers sport the collection’s most sensually strong proposals.
Three brown and beige horses recall, on the other hand, the collection’s wildest spirit, translated to clothes thanks to the fresher and more carefree, if not even gypsy-at-heart, staples of the collection.
The picture that charms us most is, however, the one that sees Campbell almost standing on a brown horse, with a long, lightweight raincoat flowing in the wind. With this picture, Weber nailed the whole “iconic ad campaign thing”, as we feel 100% sure this picture will quickly make history.
Actually, we might fairly state Weber’s Versace spring 2017 ad campaign already is historically iconic and all over the place; as soon as it was released on the Internet a few hours ago, everybody began talking about it.
Photos courtesy of Versace