Portrait of American Summer 2017
Valerio Spada
GAP / American Diversity Campaign

 

AdWeek (aka AdFreak) did a short piece on the Gap’s current Summer ’17 campaign shot by Victor Spada. They managed to be both snarky and respectful in the same breath while featuring a ton of images from Victor, all shot on film and processed you know where ….

 

Valario Spada: GAP Portrait of American Summer 2017

 

Here’s an excerpt:

 

Gap is continuing to celebrate the diversity of the young people it wants to buy its clothes.

 

A new print and video campaign, titled “I Am Gap,” from Untitled Worldwide takes a look at a range of personalities—found via street casting, rather than via a modeling agency—that the clothing retailer hopes captures the spirit of its brand.

 

Stills from the campaign feature faces from different backgrounds striking familiar fashion poses, while being hip and attractive.

 

A short anthem spot, meanwhile, summarizes the core thrust of the marketing effort. “You are the quiet strength in a roaring city,” it says. “You are the free spirit who welcomes the unknown. You are the cattle driver, the BMX rider, the artist in the making. You are worlds apart in life but neighbors in optimistic spirit. You are America. You are Gap.”

 

Because nothing says land of the free and home of the brave like off-the-rack denim, blouses and tees.

 

It’s a basic strategy consistent with the marketer’s fall 2016 campaign, also created with Untitled, which beautifully documented the likes of Brooklyn United, a community marching band for kids, teens and young adults. The tagline for that advertising was “Do You.” “I Am Gap” is channeled as an explicitly inclusive, patriotic concept, if perhaps less powerfully.

 

The fashion industry in general has struggled to represent a diverse cross-section of cultures in advertising, even as it has begun to improve diversity on the runway. Gap is one of a few notable exceptions.

 

 

See a small selection of the print ads below:

 

 

Valario Spada: GAP Portrait of American Summer 2017

 

 

 

Tags: Film Processing, Scanning, Valario Spada

Comme des Garçons: the Future of Silhouette
Joh Olins
Modern Weekly
F/W 2017

 

 

LTI/Lightside provided film processing and conventional c-printing for this story.

 

 

Josh Olins for Modern Weekly, Comme des Garçons: the Future of Silhouette, F/W 2017

 

 

Josh Olins for Modern Weekly, Comme des Garçons: the Future of Silhouette, F/W 2017

 

Tags: Conventional C-Printing, Film Processing, Josh Olins, Modern Weekly

Summer / Turn it Up
Anne Menke
Cosmopolitan Magazine
June 2017

 

8 images on 8 pages / pure pretty girl retouching …

 

Anne Menke: Cosmopolitan Magazine, Summer / Turn it Up, June 2017

 

 

Tags: Anne Menke, Cosmopolitan Magazine, Retouching

New Next New York
Christian MacDonald
Interview Magazine
November 2016

“American fashion is a big family—we all compete, but we love each other at the same time” writes Diane Von Furstenberg to open this wide reaching story about New York Fashion photographed by Christian MacDonald.

Fourteen pages. See the full story here

 

 

Christian MacDonald: New Next New York, Interview, 2016

 

 

 
Christian MacDonald: New Next New York, Interview, 2016

 

 

Tags: Digital-C Printing, Film Processing, Scanning

In the Heart of Trump Country
Alec Soth
The New Yorker
October 2016

Alec Soth / Magnum: In the Heart of Trump Country, for The New Yorker, 2016

 

 

Alex Soth / Magnum: In the Heart of Trump Country, for The New Yorker, 2016

 

 

Read the full story here.

 

Tags: Film Processing

How To Be Cool and Fashionable Without Breaking the Bank, Starring Dr. Steve Brule
Marc Lemoine
Flood Magazine
July 2016

Marc Lemoine shot this little exposé with Dr. Steve Brule for Flood Magazine.

WARNING: the following content, once viewed, cannot be unseen.

 

 

Marc Lemoine: Dr. Steve Brule, Flood Magazine, 2016

 

 

Flood Magazine: What are the most important elements of style?

 

Dr. Steve Brule: WHAT THE HECK ARE YOU TALKIN ABOUT? YOU SHOULD CARE ABOUT MORE IMPORDANT THINGS THAN JUST STRYLE.

 

 

Marc Lemoine: Dr. Steve Brule, Flood Magazine, 2016

 

 

Left: Nude patent pumps by Fitzwell / Periwinkle tweed three-piece skirt suit by Vanity Fair / Sea foam leisure pants by Teddi

Middle: Yellow casual pants by Boothbay / Gold satin pumps by Special Occasions / Crochet cardigan by J. G. Hook

Right: Turquoise satin bed coat by Lady Studio / Nude stockings by Burlington Sheer Legacy / Pearls

 

 

Hey, it’s not like we didn’t warn you …

 

 

Tags: Film Processing, Scanning

2016 Men’s Photo Project
Andreas Laszlo Konrath
Rag & Bone
Summer 2016

ALK was back at it this summer — working hard to make characters the likes of Wiz Khalifa, Harvey Keitel, John Turturro and others look cool and casual while wearing Rag & Bone.

 

 
Andreas Laszlo Konrath: Wiz Khalifa for Rag & Bone, 2016

 

Andreas Laszlo Konrath: Harvey Keitel for Rag & Bone, 2016

 

Andreas Laszlo Konrath: John Turturro for Rag & Bone, 2016

 

 

Tags: Andreas Laszlo Konrath, B+W Silver Gelatin Printing, Conventional C-Printing, Film Processing, Scanning

Future: Syrup, Strippers and a Heavy Angst With the Superstar MC
Theo Wenner
Rolling Stone
June 2016

 

Theo Wenner shoots film — and boy are we happy about it (!)

 

 

Theo Wenner: Future for Rolling Stone, June 2016

 

 

Click here for the full story:

 

 

 

Tags: Film Processing, Rolling Stone, Theo Wenner

Alexander McQueen: Take Romance and Scratch its Eyes Out
Blair Getz Mezibov
Heroine
Spring/Summer 16

12 pages / 9 images: film processing, scanning

 

 

 

Tags: Blair Getz Mezibov, Editorial, Film Processing, Scanning

Where the Swedes Go to Be (Really) Alone
Domingo Millela
T Magazine / The New York Times
May 2016

 

Domingo Millela: T Magazine, 2016

 

 

Domingo Millela: T Magazine, 2016

 

 

Tags: 8 x 10, Conventional C-Printing, Film Processing