Cushnie et Ochs S/S 12 Campaign first look

Posted by Stephan Moskovic | December 9th, 2011

A exclusive first look: Cushnie et Ochs S/S 12 Campaign

Since the debut of their eponymous label, Carly Cushnie and Michelle Ochs’ have carefully honed a look that could be described as tough girl with a heart of gold. Dark colors and sharp silhouettes feature regularly, but they are underscored by refined tailoring and a wry sense of humor that sneaks into every collection. Spring saw the duo entering softer territory: citing Mad Men’s shotgun wielding housewife Betty Draper as an influence, while crafting a sleek series of body conscious dresses that proved you can show a little sweetness while maintaining edge. You can’t help but stare at the Cushnie et Ochs girl, but you know better than to mess with her.

It is fitting then that the brand’s S/S 12 imagery veers towards danger. Launching exclusively in MDX, the campaign features a pompadoured Milou van Groesen posing up a storm as flames rise from beneath her. Photographer Hugh Lippe and stylist Keegan Singh create a starkly beautiful showcase for the line’s candy colored sheaths and geometric detailing, while Milou is the proverbial girl who played with fire. The images are simple, striking and all about the mood created by those incredible dresses; take your first look at Cushnie et Ochs S/S 12 only in MDX.

Cushnie et Ochs S/S 12 Campaign, starring Milou Van Groesen, shot by Hugh Lippe and styled by Keegan Singh

All photos courtesy of Cushnie et Ochs for

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25 Comments to “Cushnie et Ochs S/S 12 Campaign first look”

  1. carey says:

    too thin

  2. A says:

    Rihanna, Umbrella?!

  3. Nani says:

    I feel as though if they had used a slightly fuller model (or one with a little more charisma) it would have turned out a bit better. other than that love this collection!

  4. Class,design,seduction,sensuality,color, power…..
    Well the whole composition.
    Congratulations. CESCLAI

  5. D says:

    I really like the strong geometric shapes

  6. Shin says:

    Amazing! I love the model’s hair and her body is perfect!

  7. w0krestaurant says:

    i agree with WHO WOULD CARE ABOUT FASHION?. the clothes are amazing, but that triangle… why…?

  8. Pierre Ellis says:

    @ Nani I have to agree with you. I adore Milou however I do feel she is a little to skinny for these looks. I think if they would have use someone with a body shape as Isabeli Fontana or Hillary Rhodes there dresses would have came off more believable in these ads. But I will say this much, these dress, color pallet are impeccable it fresh new and current. I get that Milou has a tough edgy, chic face I just don’t think her body works well with these garments. The concept of the campaign is brilliant. I can’t wait to see what these two ladies will bring f/w 2012.

  9. Ida says:

    Amazing!!!! Looooove it

  10. nádia says:

    It looks AMAZING! So clean, polished and stunning!


  11. Rose says:

    Model’s hair is perfect!

  12. PM says:


  13. Droozer says:

    She is way to skinny, her arms look emaciated. The dresses are really neat though, great photography!

  14. *Monika* says:


    Hyperlink Code

  15. Frema Awuku says:

    There is an evident pentagram in the last picture, and fire raising from the bottom with the representative triangle in the back… Satanist Undertones. Nice clothes though!

  16. Chris Close says:

    Love the collection! But the model is too thin…she has a stunning face though. If she had a couple of inches on the hips and bust (especially her arms and shoulders) then all would look more expensive.

  17. Moriah says:

    i agree with nani, i think it would be interesting to use the stark contrast of a curvier model’s body shape against the taut dresses with geometric shapes and sharp lines

  18. zineta says:

    I love this collection …very beautiful… very feminine — finally something new …that you are not seeing every where.. and every day — congratulation!!! l will bay immediately some pieces :)!!!!thanks MDX to sharing with us !!!

  19. No doubt, she is amazing.

  20. Jay M. says:

    these designs are simply AMAZING! but this model is a bit too thin.. but her look makes a statement (( in my opinion ))Cushnie et Ochs is starting to grow on me…

  21. Simon says:

    Amazing Photography work and dress. I have great website, where is a also very beautiful photography works