Craig Green SS17 campaign

Craig Green SS17 campaign.
British Menswear Designer of the Year Craig Green revealed his SS17 campaign just weeks after his latest AW17 collection at London Fashion Week Mens. The campaign perfectly reflects his unique, colourful and artistic eye for fashion and takes inspiration from religious iconography and channels the aesthetic of Renaissance paintings. 
 
Since graduating from Central Saint Martin’s in 2012 Craig Green has had nothing short of a rollercoaster ride rising to international recognition. After winning the GQ Fashion Fund prize (a grant of $200,00) last year, he was able to fully invest in his business and further his success which obviously payed off as just months ago he was rightfully awarded ‘British Menswear Designer of the Year’ giving him the chance to unveil the first campaign for Craig Green SS17 campaign.
 
For his SS17 campaign, the London born designer teamed up with award winning choreographer James Wilton, to create a visually moving campaign that see’s bodies crashing and merging with force which showcases three choreographed scenes of dancers’ bodies in resistance. “The references that (Wilton) had were car crashes, rugby scrums and sports imagery” Green recalled.
 
Photographed by the talented Jack Davison who captured stunning imagery of the campaign creating a blurred abstraction of merging colours. On the subject of the photography, Green said “We just thought there was something beautiful in that idea of religious iconography – but an aggressive, abstracted car crash one, and the whole collection is about saturated and desaturated (colours), so that’s why we used the lights.” The images are bright, blurred beyond recognition and just so Craig Green. 
 
The collection itself is reflective of the designers SS17 collection full of wide ‘workman’ style pieces as wells as bright colours and unstructured silhouettes. “It’s what the brand has always been about,” says Green. “The idea of uniforms and people en masse. (The campaign) was based around this idea of a big, destructive mass of bodies – mangled together a bit like a car crash. I guess there’s a sexual energy (too), if you look at the way they’re intertwined, but it was more about the beauty and the aggression of their movements.”  Maija Sickler