Admit it, campaigns can get a little boring every now and then. The same stock poses, settings, concepts – things can seem slightly redundant which is precisely why a fresh view stands out so much. Ryan McGinley is known for his photographic work as an artist but he has been steadily increasing his presence on the fashion scene. For Stella McCartney’s S/S campaign McGinley creates a fantastical water colored world featuring Kate Moss. McGinley himself is no stranger to the campaign scene, he’s also doing duty as this season’s Marc Jacobs face.

Kate Moss for Stella McCartney S/S 09. Ph: Ryan McGinley, watercolors by Dinos Chapman (art direction by Chris Simmonds/Partner and Partner)

Ryan McGinley by Juergen Teller