It’s already been a busy week for JW Anderson, recently announced as the newest addition to Moncler’s acclaimed stable of Genius designers. Now, the forward-thinking designer has unveiled his “young and carefree” SS20 campaign, shot once again by Tyler Mitchell.
A few familiar faces from the FW19 campaign crop up in the playful, conceptual images, but another handful of new muses were street-cast especially for the project. Last season’s visuals featured models on stilts in the British countryside – for SS20, this same message of elevation and empowerment has been “evolved into a giant, oversized tricycle and other signifiers of British suburban youthfulness.”
The images, styled by longtime collaborator Benjamin Bruno, echo the themes of the collection, which riffed on childhood motifs, but with a slightly eerie, pagan twist.
This contrast comes through in the images: one sees models pose against a print of a suburban estate draped over a green-screen, creating a sense of disconnection, whereas another is a picture of pure joy, featuring two carefree models in pastel, knitted mini-dresses jumping on individual trampolines with skipping-ropes. It’s a beautiful, saccharine dose of sweetness – what’s not to love?