Photography: DAVID SIMS / Styling: JANE HOW / Model: SOPHIA AHRENS
Autumn/Winter ‘15 marks the second consecutive JOSEPH campaign shot by David Sims and styled by Jane How. Moving the location outdoors to Hampstead Heath sees a return to JOSEPH’s heritage of outdoor campaigns; although, rather than the typical urban backdrop of previous seasons, the Hampstead Heath setting reflects the effortless, natural and textural themes within the collection. Model Sophie Ahrens opened and closed the JOSEPH Autumn/Winter ‘15 show and was the perfect choice for this campaign – instinctively embodying both the effortless spirit of the collection and JOSEPH’s masculine and feminine DNA. Shot in signature black and white, the campaign offers a candid focus on the character and spirit of the JOSEPH woman.
Inspired by artist and minimalist theorist Robert Morris' work 'Felt', this collection plays on the notion of deconstructed femininity. The JOSEPH woman ventures into the wild this season, giving a mood of protection and fragility. Twisted patchworks and wrapped blankets cocoon the body. Fabrics are highly textural, natural and untreated. Industrial, raw cut felts sit alongside hairy finishes on coats, lending a utilitarian feel, contrasted with fragile fabrics like under luxe fine cashmeres and georgette silk.
a mood of protection + fragility
Raw leather, wild sheepskin and fur are paired with feminine dresses and sculptural knitwear. Colour is scarce: the palette is mostly grey, beige, khaki, ecru, silver, black and nude, induced with touches of red in the form of delicate, hand-collected silk scarves. In contrast with the stark, urban surroundings of the show, music and scent are intended to transport you to a place of comfort and ease, creating a personal, emotive experience.