Charles & Keith’s Fall Winter 2018 Campaign, titled ‘Make Your Mark’, is based on the concepts of originality, creativity and autonomy. Its muse is the strong modern woman who is not afraid to define life on her own unique terms and make her mark on the world. Armed with a healthy attitude and a fresh perspective, she uses fashion as a means to broadcast her passion, femininity and will.
The campaign story reflects these messages in an artful manner. The camera follows two young women around an abandoned car park – each carries a bucket of paint and a paintbrush. As they make their way up to the rooftop, both of them express their playful creativity by painting brightly coloured lines on the walls and floor. Once they arrive at the top of the building, they reveal their purpose for being there by strapping on roller blades. The shoot comes to a close as they are seen skating towards the camera.
This refreshingly original campaign is shot by talented British photographer Harley Weir, who is known for “her youth-focused fashion photography which challenges traditional attitudes to the female gaze”. In addition to working with renowned magazines such as POP, Self Service and Wallpaper, she has also shot campaigns and lookbooks for well-known high fashion brands. While she is a relative newcomer, she has already won industry acclaim for her work. She is part of ‘BOF 500’, “the definitive professional index of the people shaping the $2.4 trillion fashion industry, hand-selected by the editors of The Business of Fashion (BOF)”.
The Charles & Keith Fall Winter 2018 campaign would debut in July 2018, alongside the brand’s latest seasonal collection of fashion forward shoes, bags and accessories.