Departing from the voided iconicity of a frame taken from James Banning’s Landscape Suicide—depicting a hunting scene where a man, draped in a joyfully colored red parka, carries the carcass of a dead deer—the SS25 campaign focuses on the simplistic rendition of fashion photography as a prey/hunter game. A proxy carcass, created by hairstylist Michael Delmas using deadstock animal fur and hairpieces, serves as an interactive reflection on the staging of fashion photography.
Two models on set are shot through different formats of engagement: traditional full-bleed JPEGs, a meta-representation of the set itself, the dull operations and commands imposed on a model, and, finally, an explicit loss of definition—reminding us of the obsession with detail, where the only copyright is the error code of faults in an image processing software.
Loss of information seems the obliged benchmark: photographic sets inherently reduce information to stage simulated content, and a flawed adaptation of references and prime advertising images must blur the legibility of clothing to convey status.
The campaign was shot by Salvatore Caputo and Colin Le Dorlot, with creative direction by Armature Globale and Andrea Slaviero.
