This Small Creative Studio Just Captured A.P.C.'s Summer Collection
Marking the fourth instalment of the brand’s “Carte Blanche” series.
To celebrate the launch of its new summer collection, A.P.C. invited a group of rising photographers — known as AMILE studio — to shoot the latest campaign. Giving them no brief, no location and no styling guidelines, the creative studio was able to exercise complete freedom and the result is pretty special.
It’s not the first time we’ve seen a brand hand over the reins like this. Just last week, Saint Laurent allowed Kate Moss to capture the brand’s “Velvet Heat” collection and this month, Salomon’s Ama collection saw the artist herself take part in the creative direction.
A.P.C.’s new release saw each photographer choose their own destination, with the aim of the exercise to “see what the collection could become when placed in another context.” For A.P.C., the idea is all about opening up new conversations and exploring new ground.
This iteration of the brand’s “Carte Blanche” series (which sees photographers and creatives taking the reins), the studio landed in California. “The blue horizon, the hot sun, and the intimate moments of summer in California are the specific glimpses we aimed to capture for this Carte Blanche. The feeling of the sun on your skin while ocean-side are the scenes we aimed to portray. A familiar and nostalgic memory,” AMILE said in a statement.
Take a look at the new visuals above and head to the A.P.C. website to shop the summer range.
In other campaign news, check out House of Sunny’s “Eternal” collection.
