In 2017, we looked to one center element that remained unchanged in Raf Simons’ new Americana: family. We opened up the overtly-individualistic “my” to a togetherness that is “ours”. Related or bound by shared dreams, portraying “families” meant showing unity between a patchwork of strong individuals.

Role: Concept, Art Direction, Design
Photographer: Willy Vanderperre
Stylist: Olivier Rizzo
Director: Rubberband
Agency: Lloyd&Co

In film we captured the unique bond of each family, like Solange’ musical family creating a brand-new track on the spot.

The campaign was rolled out globally and ran throughout Fall 2018 and Spring 2019.

The end (for now)