Around Milan with the FW22 collection by JW Anderson

Jonathan Anderson is now a master of eclecticism in fashion – his ability to bring together distant inspirations, references to art and pop culture, but also creative and communicative approaches that are always new and experimental is now something proverbial. And after last season's show-calendar, the designer presented his new FW22 collection for his eponymous JW Anderson brand through a lookbook taken by Jurgen Teller, whose photos were then mounted on a billboard on wheels carried around Milan where Jurgen Teller photographed them again against the background of some of the main Milanese commercials.

The protagonist of the campaign is the transgender actress and model Hari Nef, who has already appeared in series such as Transparent and You but also in the film Assassination Nation by Sam Levinson. Nef has interpreted for the campaign several characters and film archetypes changing, along with the looks, also makeup and hairstyle. The same happened in the video of the campaign, shot by Loic Prigent and entitled Falling for Fall, in which Hari Nef presents the collection to the public and in the atelier falling rhythmically and getting up each time in the guise of a new character. The idea is to place the concept of fashion in pop culture in a new way: 

«Printed as billboards and mounted on vans, the images are then taken by Juergen Teller on the streets of Milan, in the third and final action that makes the images ephemeral but clearly visible parts of the urban landscape. Fashion that has gathered elements from popular culture itself becomes part of popular culture. The circle is closed and yet left open, in a twisted fusion of perverse obviousness, perfectly random».

The link with cinema and TV, then, has been strengthened with the presence of references to the famous horror Carrie by Brian De Palma and the Korean cartoon Run Hany. Both the film and the animated series appear on sweatshirts, sports suits and above all bags – and in the midst of a series of items that are inspired by objects associated with parties and fun such as earrings and pois reminiscent of candlesticks, tops and sandals inspired by balloons, trousers with strips and sequins and materials such as silk and metallic fabrics.