First Look:
Craig Green AW16 Campaign and Film


London Collections:Man favourite, Central Saint Martins graduate Craig Green has unveiled his campaign for Autumn/Winter 2016. Shot on drone-mounted cameras and styled by Robbie Spencer, the campaign takes inspiration from OS maps and the orbital photography of the Martian landscape: the video, for example, starts as a cropped overhead image of the models (curled up together in a way not dissimilar to the bodies left behind by the ‘White Walkers’ of HBO’s Game of Thrones), which zooms out in a slow pirouette, revealing the otherworldly desert the models are stranded in. The lack of audio adds to the extraterrestrial effect.

On the other hand, the oily black sands of the static images give no sense of topographical familiarity, be it Martian, Lunar, or Earthly – this is planet Craig Green, one which NASA’s rovers and satellites have yet to document. Once again, the models are presented in an eery, prearranged manner, bodies tangled and half dug into the sand as if they were dropped there and left a crater on impact. The same drone is used to capture the scene, but this time the more closely cropped images allow a closer look at the fashion, the key looks from the British designer’s London Collections:Man show in London last January.


The featured Craig Green AW16 looks are as alien as the settings they are presented in, and vary from sheets of calfskin or vinyl lashed together with canvas strips, to plain or striped fabrics draped over the models then strapped together and elasticated, with hoods tightly drawn around their faces. The individual silhouettes are repeated in different colour palettes, all using neutral tones: light tan, charcoal, olive and stone grey. The accessory of choice is a pillow-like Craig Green pouch, available in the same colours and fabrics, and all trimmed with canvas strips.

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This is the designer’s fourth collection, and his work has captured the attention of the likes of Nick Knight and Dover Street Market’s Adrian Joffe (both of whom he has collaborated with), and gained him recognition from the British Fashion Council, who awarded him the Designer Menswear Fund in 2016.

Words: Sam FitzGibbon