2017 Fall / Winter Advertising Campaign Celebration
The 18th century built on the past and prepared for a new generation, with its humanistic philosophy, architectural style and artistic aesthetics as markers and annotations of a grand new era, flourished across fields. Inspired by the historical joyful implications, the designer uses artistic approaches to mingle the classical essences of East and West. Thus, these influences transformed into seeds that anticipate their harvest and celebration.
SHIATZY CHEN has always had the strictest approach to the annual advertising campaign. Therefore, for the new season, it was once again shot by a New York film crew, led by French photographer Bruno Dayan. The crew repeatedly bent, painted and installed the boards for the scene in the shooting studio, showcasing the power and contemporary beauty of the lively abstract dragon, following the SHIATZY CHEN key image of the runway stage at Paris Fashion Show. Scattered paper confetti and sequins on the floor represented both burnt firecrackers and the lively festive vibe. As the atmosphere and the light are the most important elements for the advertising video, the director used smoke and mirror reflection effects to present the abstract and concrete images, and further interpret the profound emotion of the garments’ pattern and hue.
The FW2017 advertising campaign featured top models Issa Lish, Nastya Ste, Yue Han and Nathan Morgan, all of them around 20 years old and experienced in high-end fashion shows or shootings. Their young and fresh appearance as well as sophisticated body expressions are telling a story of the collection, accentuating the lavish detail of Rococo art, patterns of oriental clouds, dragons, phoenixes and lions. Thus, SHIATZY CHEN Fall/Winter 2017 advertising campaign for women’s wear, men’s wear, and accessories, conveys a luxurious, majestic and coherent image.
Photographer / Film Director: Bruno Dayan
Makeup: Georgi Sandev
Hair: Tomi Kono
Models: Issa Lish, Nastya Ste and Yue Han / Nathan Morgan