If we had to describe the Versace woman in three words to an uninitiated third-party, we’d probably go with “sexy,” “daring” and “badass.” So when the brand unveiled its spring 2017 campaign on Wednesday, starring Edie Campbell and Anna Ewers in the Kentucky countryside of all places, it was, well, unexpected to say the least.
The Italian house’s spring 2017 collection featured sporty silhouettes and heavily atheticwear-inspired pieces, playing up the modern “power woman” theme it’s latched on to in recent seasons. “This is a collection about the dynamic moment and the freedom of the Versace life,” Artistic Director Donatella Versace explained in a press release; at her Milan runway show back in September, she referred to sportswear as “the future of fashion.” With that in mind, the campaign’s locale suddenly makes a lot more sense. And who better to photograph models in the great outdoors — and with farm animals — than one Bruce Weber? The American fashion photographer began working with Versace nearly two decades ago, and shot the brand’s fall 2016 campaign (and accompanying film) set in Chicago. If the past two seasons are of any indication, it looks like the duo is here to stay. “There is no one I know who can capture that spirit and energy like Bruce Weber,” said Versace.
In one of the campaign photos, Campbell, stands barefoot on the back of a horse, her green and purple coat flying wildly behind her in the wind. Another picture shows the 26-year-old together with her German colleague Anna Ewers in black and dark blue tunics with a black horse.
The campaign encapsulates the freedom and dynamism of summer, the active mood that is at the heart of Versace SS17 for both men and women,’ said the brand in a statement.
‘This is a collection in which everything revolves around the dynamic movements and freedom of the Versace- Life is turning’, explained Donatella Versace in a press statement. ‘I do not know anyone who can capture this spirit and energy like Bruce Weber,’ she added.