Raf Simons has always provided an intellectual take on menswear, so Pierre Debusschere‘s esoteric S/S 13 campaign film is completely in line with Simons’ vision. Mixing dramatic imagery with unexpected narration that sounds like a vintage rock interview, the clip interweaves the Simons’ minimalist menswear vision with the grunge influences that underlined his entire S/S collection. The corresponding still imagery adds a layer of darkness to things with a series of high contrast shots brimming with mystery and slick styling by Robbie Spencer.
Pierre Debusschere on the S/S campaign:”The idea behind this season’s imagery came to life through a discussion between Raf Simons, Marieke Van Dongen and myself – our starting point was the SS13 show with the L.A. feeling and artist Brian Calvin’s world. We texted with Raf about great movies we saw such as ‘Last Days’ by Gus Van Sant and ‘Suspiria’ by Dario Argento. Plus paintings by Steven Shearer and Brian Calvin.
We wanted to talk about a teenager, a fan of music with a dialogue between grunge and nature.From here the mainframe was decided; two boys sitting in a bedroom listening to an interview of someone they’re a fan of. We wanted something real so I didn’t force any movement during the filming process. We used the hair by Guido from the show as a starting point which didn’t place too much much focus on the models’ faces. There could be any teenager underneath this hair.We couldn’t speak about teenagers without talking about an object of desire either, that’s when we decided to include Anne-Catherine Lacroix as the incarnation of a pure teenage dream girl.We’re not talking about sexuality but more feelings and emotions, the awkwardness of a teenage relationship, without saying too much about it.”