Versace Takes Kentucky in Its Spring 2017 Ad Campaign

Yes, y'all read that correctly.
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Karina Hoshikawa
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Yes, y'all read that correctly.
Edie Campbell for Versace spring 2017. Photo: Bruce Weber

Edie Campbell for Versace spring 2017. Photo: Bruce Weber

If we had to describe the Versace woman in three words to an uninitiated third-party, we'd probably go with "sexy," "daring" and "badass." So when the brand unveiled its spring 2017 campaign on Wednesday, starring Edie Campbell and Anna Ewers in the Kentucky countryside of all places, it was, well, unexpected to say the least.

The Italian house's spring 2017 collection featured sporty silhouettes and heavily atheticwear-inspired pieces, playing up the modern "power woman" theme it's latched on to in recent seasons. "This is a collection about the dynamic moment and the freedom of the Versace life," Artistic Director Donatella Versace explained in a press release; at her Milan runway show back in September, she referred to sportswear as "the future of fashion." With that in mind, the campaign's locale suddenly makes a lot more sense. And who better to photograph models in the great outdoors — and with farm animals — than one Bruce Weber? The American fashion photographer began working with Versace nearly two decades ago, and shot the brand's fall 2016 campaign (and accompanying film) set in Chicago. If the past two seasons are of any indication, it looks like the duo is here to stay. "There is no one I know who can capture that spirit and energy like Bruce Weber," said Versace. We're right with you there, Donatella.

Click through the gallery below to view all of Versace's spring 2017 campaign images. Yee-haw!

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