Craig Green debuts AW17 campaign

BRITISH menswear designer Craig Green’s mesmerising campaign for Autumn/Winter ‘17 creates imagery through the uniting of men – physically connected together to connote strength in numbers. The campaign is a five-part photo series which explores ideas of unity further by layering the men upon a water background – water symbolising life for the designer.

Craig Green Advertising Campaign AW17Craig Green Advertising AW17 Campaign

The images also signify such a connection to the earth as well as appearing to visualise machinery or, more specifically, hydraulic engineering. Each individual in the image represents a necessary piece of the puzzle, manipulated into positions to create a final product.

Craig Green Advertising Campaign AW17Craig Green Advertising AW17 Campaign

Craig Green Advertising Campaign AW17Craig Green Advertising AW17 Campaign

Having developed the campaign from inspirations by Leonardo da Vinci’s Vitruvian Man and images of Hindu deities, forward-thinking fashion is communicated through the colours and materials chosen, submerging viewers into the sea and indicating the unknown.

by Joseph Furness

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