The New York Times’ Vanessa Friedman reports that Versace’s Fall 2016 advertising campaign which is set to hit magazines this summer, was shot in Chicago by legendary photographer Bruce Weber. This comes on the heels of the Italian brand opening up their new multi level Chicago store at the corner of Rush and Walton in the Gold Coast.
The idea to shoot the entire campaign in Chicago stemmed from an article Weber read in the New Yorker about outspoken St. Sabina leader and community activist Father Michael Pleger or as Weber referred to him Father Mike, “I went to hear him speak before we started shooting, and he was talking about politics and the need to restore old neighborhoods, and it made me think I wanted these pictures to mean something to the city.” This recent collaboration is a 20 year creative reunion of sorts for Donatella and Bruce Weber.
Even though the campaign is fronted by super models and stars Gigi Hadid and Karlie Kloss, it also features “regular people” in the photographs and nonmodels “from the city in an effort to move from fashion fantasy to actuality” including Sonny Oliviera, a former bodyguar as well as members of The Future Kingz, Hubbard Street and Chicago Multi-Cultural Dance Center!!!!
Donatella described the campaign’s storyline as “For me, this was kind of a turning point. Versace’s image is so much about the red carpet. But I wanted to make day clothes fierce. You know: She’s a superstar, and she runs her business, and she runs her family too. Fashion is a part of life, and I thought it was important to show it could be a part of many different lives. That it could help you in your life. It’s not about creating beautiful illusions anymore.”
On the decision to shoot in Chicago, Donatella said “Bruce decided we should shoot in Chicago. I didn’t know it at all. But the city is so multilayered. Then he said we could be in the studio, but we had to go to the supermarket too, because really powerful women also go to the supermarket.”
Gucci Westman was on makeup, Orlando Pita on hair and the campaign was styled by Jacob Kjeldgaard. We’ll update if more images from the campaign surfaces.
images via: NYT Times, PopSugar, Versace|Bruce Weber
pronounced: Boh-la-jee, like the Bellagio but w/o the O. SLC Founder and Editor, loves to write about topics at the intersection of career and lifestyle for today's young professional and future leaders.