Every experience has a visual and experiential representation through photography, illustration, product, video, digital, and physical environments. THE FIRST PROOF is another look at the formation of these experiences, focusing equally on creation and creator. It serves as an analysis of the creative inputs and outputs, and its influence.

Observations on fashion, art, design, and creativity. 

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The Best of F '17 Advertising

Here are The First Proof's selects for the stand out camapigns of the F '17 season.

Stella McCartney

Give the fashion industry's ranking in waste, this brand takes a stand beyond selling clothes.

For a fashion brand that's committed to doing things ethically, marketing always presents a bit of a catch-22. On the one hand, businesses need people to buy their stuff or they can't survive. But on the other, fashion labels concerned with excessive waste and environmental impact don't want to encourage mindless consumption. What's a brand to do? Stella McCartney's answer to that question this season was to shoot her newest ad campaign in a landfill.  "The idea we had with this campaign is to portray who we want to be and how we carry ourselves; our attitude and collective path," McCartney said in a release. "Our man-made constructed environments are disconnected and unaware of other life and the planet which is why there is waste.

We stand by our commitment to being a responsible, sustainable brand. Throughout the new collection we use innovative and recycled materials such as organic cotton, sustainably-sourced viscose, recycled nylon and cruelty-free Skin-Free-Skin. We are continually trying to lessen our impact on the environment. It is expected that plastic production will triple by 2050 when the population explodes to almost 10 billion – so it is vital that we act now." (Stella McCartney)

Photographer: Harley Weir in collaboration with artist Urs Fischer
Models: Birgit Kos, Iana Godnia and Huan Zhou
Location: Landfill in Eastern Scotland


 Calvin Klein

Maybe there is still a little bit of romance here, everything is new with Raf Simons and Calvin. The campaign covers every line of business and each previous image together as one cohesive story and succeeds in unifying the overall brand image. There is also a very meta element to the ad within an ad.

"The visually striking campaign presents a cast of 22 models shot against a series of billboards that feature images from last season’s CALVIN KLEIN: American Classics campaign. The billboards of the previous campaign – which include works by artist Andy Warhol – were erected in the California desert in the days leading up to the shoot. The campaign is a study in art and artifice, of the real and the imagined, the mannered world of high fashion combined with a sense of the everyday. Ultimately, the campaign explores the cinematic and romantic outsider’s view of America, something of a dream world that has become concrete for Chief Creative Officer Raf Simons and Creative Director Pieter Mulier." (Calvin Klein)

Photographer: Willy Vanderperre

Models: Blesnya Minher, Dylan Christensen, Elibeidy Dani, Ernesto Cervantes, Fernando Albaladejo, Jared Manhardt, Joel Leon Perreira, Jonas Glöer, Julia Nobis, Kiki Willems, Leila Goldkuhl, Luc Defont-Saviard, Lulu , Sara Grace Wallerstedt, Selena Forrest, Tessa Bruinsma, Wangy Xin Yu



Emotion is above everything. No clothes are required. A brand is about an idea.

"The idea was to create a “timeless image of two people kissing,” said Simon, who imagined a Parisian woman in love with a gypsy for his fall collection. The image is to appear in magazines around the world this fall. The rising designer, who snapped up the special prize in LVMH’s young fashion designer awards in 2015, is known to evoke themes of southern France, his native region, in his collections." (WWD)

Photographer: David Luraschi




Alberta Ferretti
Ferretti defined Walker “a modern poet of photography” and said that, with his “sophisticated and magic aesthetic, he succeeded in making the eight images iconic and atemporal.” (WWD)
The brilliance of Mr. Walker is how he makes something feel both familiar and new at the same time.
Photographer: Tim Walker
Models: Kiki Willems, Lexi Boling, Lineisy Montero
Stylist: Carine Roitfeld
The brand never ceases to give up on the idea that there is more to advertising than product. What is the relationship between the series of images? Who cares. It has you thinking, which most ads do not do.
Photographer: Steven Meisel
Model: Gisele Bundchen
Dior Homme
The brand's ongoing partnership with music artists, and ones that are top of mind.
"After a decade at the helm of Dior Homme, artistic director Kris Van Assche is marking his anniversary by steering the iconic French powerhouse towards an even bolder direction with its Fall/Winter 2017 campaign. To showcase the multifaceted, creative persona of the Dior Homme Man, Kris Van Assche sought out talents from across a span of generations and disciplines to star in the campaign. Representing Dior Homme’s ties with music and film, the campaign features American actor Lucas Hedges, Depeche Mode frontman Dave Gahan, and models Dylan Roques and Christophe t’Kint, all donning the deconstructed and pinstriped tailored pieces from the label’s latest collection."(High Snobiety)

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