The latest Jacquemus campaign will be one for the fashion history books. The SS 20 collection shoot, starring Bella Hadid, was shot entirely over FaceTime.
No makeup team, no hair stylists, no production crew, no studio lights - and no studio. Just miss Hadid, her iPhone and direction via photographer Pierre-Ange Carlotti.
Jacquemus revealed the campaign imagery on its Instagram with the words "so happy to share with you « JACQUEMUS AT HOME »"
Hadid is seen modelling a white two-piece suit, a blue bodysuit, square sunglasses and a green bralette from the SS 20 collection. She even poses nude in two images while showing off some of the statement bags in the collection.
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But Jacquemus wasn't finished with its #jacquemusathome challenge. A day later, the designer revealed another at home FaceTime shoot by Pierre-Ange Carlotti - this time featuring Barbie Ferreira. Like Hadid, Ferreira shows off a green bralette and poses nude with one of the straw bags from the SS 20 collection. She also stuns in a head-turning yellow dress.
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It's an understatement to say that the coronavirus pandemic has altered life as we know it. It's had many of us, particularly those in creative industries, questioning what the future looks like. Our team at RUSSH has spent many moments wondering what is the future of fashion now, and after the world recovers from this virus. Certainly there will be a new normal.
What we have seen is that life finds a way, and creativity still blooms. Just a few weeks after the cancellation of mens fashion week in June, the British Fashion Council found a way to host the event virtually instead - offering hope to those who rely on showing their work, and those who rely on seeing it first hand. For creatives in performance spaces, we've seen both the Australian Ballet and even the Sydney Opera House taking their seasons online, with viewers able to tune into shows from the comfort of their homes. And now this, industry vanguards like Jacquemus are still finding ways to shoot and connect while in isolation.
Certainly, this pandemic has forced us to forge new pathways for us to access events, content and even experiences themselves. Maybe the coronavirus will lead us to being more creative and connected than ever?
For now, we know that it will be a long time before life returns to normal - whatever that normal is. But it's creations like the latest Jacquemus campaign that are giving us hope for now, and for the future.
