Designer Prabal Gurung has already won the CFDA’s Swarovski Award, masterminded a collaboration with retail juggernaut J. Crew and counts Demi Moore and Michelle Obama as fans, but this fall marks another milestone for the designer: It will be the first season the three-year-old label will advertise.
Of course, Gurung does not shy away from trailblazing, and so while this campaign, shot by Daniel Jackson and modeled by Julia Saner, is gorgeous for a number of reasons, it’s also innovative as it will only appear only online–a particularly forward-thinking and timely move as newsstand sales continue to decline.
“The power of the Internet is enormous and the reach that it has is unparalleled,” Gurung said in an email this morning. “It’s important for brands to think outside the box and do a different kind of branding. It’s particularly important for brands that do not have a budget for advertising to use the internet to re-excite the customers.”
But that doesn’t mean he’s ruling out ever advertising in print. “I would love to release a campaign in print,” the designer said. “Who knows at that point what I’ll be inspired by but I know it will have a unique voice. I guess we’ll have to see!”
Click through to see behind-the-scenes images of the making of the designer’s campaign, shot by Daniel Jackson and starring the beautiful Julia Saner who Gurung told us, “Really brought the images to life in an enormous way.”