SHIATZY CHEN 2018SS AD Campaign
People in the past forged a route to the west, creating opportunities for dialogue between Eastern and Western culture and art. Walking along the boundless, history-steeped Silk Road, gazing ahead toward the future, one’s imagination runs free, crossing the boundary between dream and reality and entering a space where fantasies become real.
Experience the love for the 1930s style, with its elegant aesthetic and attention to detail, like a dream of desert flowers absorb in the rare, treasured nutrients of heaven and earth to burst drape feeling into full bloom beneath the infinite, starry skies.
SHIATZY CHEN prepared for its 2018 spring/summer advertising campaign with its usual obsession for detail by moving well beyond the traditional studio shoot.
This year, the brand went on location, putting in a tremendous amount of resources and man-hours to present its looks against an inland desert backdrop that perfectly conveys this season’s theme. The work marked the brand’s first-ever collaboration with a German photographic team, with Serena Becker using the lens to present the breathtakingly magnificent desert scenery from her own innovative perspective.
Each image was shot only after thorough preparation that factored in the angle of the natural light so as to perfectly capture the sharp delineations of light and shadow that define the desert landscape. The resulting glimpses of dunes and mountain ridges receding layer upon layer into the distance create a physical dialogue between model and landscape that evokes tales of caravans of traders journeying westward and radiates power and tranquility.
Now approaching its 40th anniversary, SHIATZY CHEN’s textures and color tones have developed a more profoundly emotional interpretation.
This season’s print photoshoot involved three female models, Karo Michalowska, Xu Jing, and Yuan Bochao, and male model Paul Francois, all of whom have been seen on international runways in recent years and can be spotted in a variety of fashion magazine photoshoots.
Unconventional imagery and a fresh outlook combine with the models’ natural body language to reveal the meticulous craftsmanship of the clothing.
SHIATZY CHEN’s 2018 spring and summer looks are embellished by handbags, shoes, and other accessories that create an extraordinary air of elegance in lady’s- and menswear.