Club Monaco’s Spring 2011 collection, full of summery day-to-night pieces in warm neutrals and cheeky pastels, is a youthful range that perfectly embodies photographer Ryan McGinley’s style of capturing a moment.
For the Spring 2011 campaign, the label enlisted 19 style setters, whose varying personal style represents the brand’s dedication to fresh fashion, to be shot by McGinley. They include Lou Dillon, Lauren Hutton, The Virgins’ frontman Donald Cummings, and artist Mitch Ferrin, to name a few.
But last evening’s event had more to offer than just a glimpse at the airy spring collection. The Club Monaco on Prince Street transformed from a daytime store to an after-hours venue, featuring live music by Domino Kirke, who was also featured in the campaign, and the young duo the Flash Times, who provided the soundtrack to the behind-the-scenes campaign video. Bloggers, musicians and scenesters alike browsed Club Monaco’s spring collection, from which they were allowed to choose one item to keep.
“The campaign shoot was so much fun. Ryan was really funny and laid back,” said Kirke after her performance.
McGinley, true to his in-the-moment style of photography, shot much of the campaign in a photo booth, capturing the real interactions between the participants, who, according to Mitch Ferrin, didn’t know each other upon arrival but were all hugging by the time the campaign shoot ended.
As for the effect of the campaign? It seemed to emanate the kind of cool Club Monaco was aiming for: the photo booth in the corner of the store had a line the entire evening.