This season, American Vintage makes autumn personal. For a more authentic, more intimate season that is as real as real can get, the brand envisioned its autumn/winter 2020-2021 campaign with a “street casting”. We took this opportunity to meet up with Jenny, the image manager for American Vintage, who talked to us about this exceptional photo shoot.
Cotton jersey envelops the body without restricting its movements, while bouclette knitwear and wool warm it up at the heart of winter. Cuts are larger and clothing is swapped. Real-life essentials. In harmony with this collection, photographer Julia Champeau immortalises the faces of men and women from everyday life. A discreet smile, a dreamy gaze, a mischievous glance, a dimpled cheek.
AMV: Why did you do a street casting for this autumn/winter 2020-2021 campaign?
Jenny Lazarelli: For several seasons now, our profiles have already gone beyond professional models. But the pandemic put a new perspective on our approach. This season, more than ever, we wanted to go straight to the essential, with a testimonial of real life by real people, real siblings, real couples. For an authentic campaign, represented by multiple faces.
How was the mood backstage, considering the strange period we are in?
We did a studio shoot in Paris and we prepared a lot of things in advance to make sure that everything would go smoothly on the set, in compliance with Covid-19 guidelines. The ambiance was fun and thoughtful. We spent less time than for previous seasons, but it was just as intense. Almost more concentrated.
What is the spirit of this campaign and collection?
The autumn/winter 2020-2021 campaign wavers between testimonials and emotions, sharing and generosity. It captures the DNA of a House composed of essentials designed to make you feel good about yourself and feel good in your clothes, while looking stylish. Just the basics, because that’s all you need.
What was the stylism approach?
This street casting allowed us to highlight the many facets of the collection. The looks were created with Jonathan Huguet and adapted to the personality of the participants. The diversity of the profiles made it possible to showcase the key silhouette construction lines dear to American Vintage, with oversized or fitted cuts, but also a range of various looks, from sportswear to 70s retro by way of streetwear.
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