Collective force

Craig Green builds human rafts for his FW17 campaign
By Alex James Taylor | Fashion | 21 August 2017

In Craig Green‘s new campaign imagery, the anonymous travellers of his FW17 collection become human rafts, harnessing the power of combined effort and collective force.


Photographed by Dan Tobin Smith, the images were initially inspired by Leonardo da Vinci’s Vitruvian man, and images of Hindu deities, “whose many arms symbolise a superhuman power”. Here those limbs unite to become symmetrical vehicles, symbolising the power of community.

Translating architectural codes to the human body is a theme woven through Green’s design ethos, whether he’s creating incredible sculptures for models to wear/carry, shifting silhouettes via blankets and ties, or creating epic human sculptures (think back to his SS17 campaign imagery). In this latest campaign, these reference points are realised as a poignant story of travel and community: the whole is greater than the sum of its parts.

Gallery: Backstage at Craig Green FW17


Read our report from the Craig Green FW17 show here.

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