How can you possibly make an ad campaign starring Chloë Sevigny even cooler? By bringing on Purple Diary editor Olivier Zahm and Ryan McGinley, for starters. Yep, it’s the ultimate cool kid trifecta–and Uniqlo made good use of it for its fall 2013 campaign.
Zahn, who served as visual director of the campaign which advertises the brand’s new silk and cashmere collections, put Sevigny and Lily Donaldson in front of simple pastel backdrops, citing flowers as the “main aesthetic motif.” McGinley lensed the series–though he did also sneak in front of the lens to model the menswear.
As for the new collection, silk items will be available in 18 styles and about 90 colors and patterns starting at $39.90; cashmere will come in 42 styles for men and women in a whopping 330 color and pattern options (three hundred and thirty!!!) starting at $89.90.
Check out the full campaign here: