Fashion

EXCLUSIVE: Jade Cropper Debuts SS23 Campaign Film With Circulose

A collection fusing the past with the present.

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EXCLUSIVE: Jade Cropper Debuts SS23 Campaign Film With Circulose

A collection fusing the past with the present.

Rising Swedish designer Jade Cropper, who showcased her Spring/Summer 2023 collection at Copenhagen Fashion Week in partnership with Circulose, has teamed up with Hypebae to debut her latest campaign film.

The video spotlights some of the key looks from the range, which is made with Circulose — a material from recycling cotton sourced from used clothes and production waste. In the visual produced by Pine (the agency behind Drake‘s recent “Sticky” music video), models sport pieces such as a pink washed denim skirt paired with a cropped knit top, a set recently spotted on Kylie Jenner.

Cropper shared exclusively with Hypebae, “In this collection, past and present are infused with memory and meaning. The history, value and beauty of something old becoming new. As a person, I am quite introverted, and fashion has become my way of expressing myself. Empowerment, confidence and uniqueness are what I aim to convey through my design.” She continued, “Handcraft, the abandonment of old principles and an exploration of emotional sustainability are at the center of creating this collection. Working with Circulose® as the material allowed me to really explore my creative vision and design without compromising on the quality of the garments I make. Then Peri, who is the director of the film, found a beautiful way of presenting the styles, basing his editing and motion on the circularity of the Circulose® material in the fabrics. The way he captured the collection brings circularity to life.”

Watch Jade Cropper’s SS23 film above.


Production: Pine
Director: Alexander Peri
EP: Adam Holmström, Joel Rostmark
Line Producer: Ludwig Ljung, Victor Lindström
DP: Sara Dehlin
Makeup: Danella Ericson
Hair: Caroline Ljusterdal
Casting: 3rd space mgmgt
Models: Älva Ekdahl, Elise Lothian, Maria Lee Gerden, Shakira Nabatzani
Edit: Emma Backman/Cabin
Grade: Florian Staerk/Sec color
Sound: Julian Jaschke/Off grid
Music: Walter Berge/Smuggler
Thanks to: Dagsljus, XO mgmt, 3rd space mgmgt, Smuggler, Cabin
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