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Top 6: August 29th 2012
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Supima: Superior Apple
Top 6: August 29th 2012
Supima, the world's finest cotton has launched its AW12 advertising print campaign "Superior" this week. The campaign was conceived by JLF, the newly-launched fashion and luxury specialist division of award-winning creative agency Johannes Leonardo.
The new campaign is a thought provoking take on the Supima brand name (shorthand for Superior Pima cotton) and features a series of metaphorical, witty interpretations of what superior can mean. The style is bold yet surreal, blurring the boundaries between art and fashion languages. To shoot the fashion photography, JLF's Creative Director Ferdinando Verderi selected fine art photographer Roe Ethridge, whose work has been shown at the Whitney Biennial and MoMA. Ethridge’s recent fashion credits include the SS12 Kenzo campaign, the AW12 Pringle of Scotland campaign, and editorials for W Magazine, Acne Paper, Dazed & Confused and Another Magazine. The campaign features top models Tatiana Cotliar and John Hein, styled by Alastair McKimm in pieces from some of Supima's premiere licensee partners including Lacoste, Calvin Klein Home, Brooks Brothers and Splendid — as well as designs from Supima's own brand, sold exclusively at Bloomingdale's. Grown exclusively in the American Southwest, Supima represents the top 3% of cotton produced globally.
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