Craig Green’s ascent to fashion fame has been dizzying, to say the least. Since graduating from Central St Martins’ highly-lauded MA Fashion program in 2012, the designer has developed his own unique handwriting that sets him apart from anyone else on London’s saturated fashion circuit.
Last year, he took home the GQ Fashion Fund prize, a grant of around $200,000 enabling him to propel his business to the next level. More recently, he was crowned Menswear Designer of the Year at the British Fashion Awards. With a solid infrastructure propping up his avant-garde approach to fashion, Green is finally able to debut his first campaign and it is utterly sublime.
For SS17, the homegrown Brit boy teams up with choreographer James Wilton, well known for his breathtaking virtuosity and split-second synchronization of athletic movement. The result is an abstracted visualization of Green’s well-practiced penchant for storytelling, and the campaign sees bodies crashing and merging with lucid-like force, and totally blurred beyond recognition.
The campaign borrows inspiration from religious iconography and the high fantasy aesthetic of Renaissance paintings. It’s a magical re-imagination of Green’s SS17 collection, in which the designer deconstructed elements of the familiar like hardy uniform garb but with wildly romantic results.
Take a look through the stunning imagery above, lensed by photographer Jack Davison, and styled by Robbie Spencer, Creative Director at Dazed & Confused.
For more fashion news, check out our review of Thom Browne’s surreal FW17 show.