Pentland-owned Ellesse launches campaign with AI model
today Feb 8, 2019
Sportswear brand Ellesse’s latest campaign features an AI ‘influencer’, its real-life muse and a stunt expert to promote a message of empowerment and fearlessness.
The latest SS19 ‘My Style Is Who I Am’ campaign builds on the brand’s AW18 concept and celebrates diverse style and individuality with the hashtag #MyStyleMyRules.
The infiltration of AI into the fashion arena is embraced with the addition of a digital supermodel named Shudu, while Misty, the actress, musician and songwriter who inspired the AI character in the campaign, is also featured. Thrill-seeking stunt expert Harry Gallagher and streetwear and style figurehead Magnus Ronning complete the cast.
“It’s a really exciting time for the Ellesse brand and so we wanted to really celebrate this with a campaign which pushes the boundaries,” said brand director Simon Breckon.
Created by Cameron-James Wilson, a British fashion photographer and visual artist, Shudu is a project championing diversity in the fashion and digital worlds. He explains: “Working with Ellesse was the first time I’d see Shudu in sportswear, the first time she’d be ‘shot’ by another photographer and the first time I’d be working with Misty."
Launching on Monday 11 February, Ellesse’s SS19 collection explores '90s acid rave culture and experiments with repeat logos, pastels, and splashes of neon. Fabrics such as premium cotton, crushed velvet and velour are used in bra tops, cycling shorts and shell suits in another reference to vintage sportswear, and the label’s Jet Stripe is featured across both men’s and women’s collections.
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