Alexander Wang's Spring 2018 Campaign Ditches Models to Highlight the Collection's Pieces Instead

The designer called on his muses — Kaia Gerber, Zoë Kravitz, Taraji P. Henson and more — to show us #WhereIWang.
By Maria Bobila,
Alexander Wang Spring 2018 ad campaign. Photo: Albert Watson

It might feel like warmer weather is still months away, but in the world of fashion, Spring 2018 has officially arrived. We're tracking every single campaign from the season — keep up with us here.

Once campaign season arrives, we're always excited to see where Alexander Wang takes his crew of model-friends next. Whether it's an abandoned theater in Harlem, a post-rager "walk of shame" in the city or a Beverly Hills house party, each ad indulges our inner voyeur and stirs our curiosity. But this season, Wang took a different creative route to showcase his Spring 2018 collection, ditching his #WangSquad to highlight each piece instead. 

In an official statement on the brand's Instagram page, Wang provided more insight behind the campaign: 

"For our Spring 2018 campaign I wanted to give creative power to the women that inspire me, letting them choose the pieces they wanted to wear, wherever they wanted to wear them. To have the prolific Albert Watson photograph the clothing or item as a study after the subject wore it felt especially timely, removing her from the photograph but retaining her vibrant spirit; highlighting the beauty of an object and hopefully igniting imagination for the audience."

Alexander Wang Spring 2018 ad campaign. Photo: Albert Watson

The designer called on his muses — Kaia Gerber, Zoë Kravitz, Taraji P. Henson and more — to show us #WhereIWang. With the help of photographer Albert Watson, each item is captured in a way that's fit for a museum. In fact, this campaign will be on display — art gallery-style — at the brand's flagship stores in New York, London and Beijing starting on March 9. (Interestingly, this campaign draws a strong similarity to the Museum of Modern Art's recent exhibition "Items: Is Fashion Modern?"

With every garment or accessory is a quote that provides us with the tiniest peek into the wearer's life: "Drank wine, smoked weed in the Bahamas," says Kravitz alongside a "Secret Location" party crown; "Impromptu after party on the beach in Malibu," recalls Gerber for her pair of scuffed-up heels; "No idea what time I left," reveals Anna Ewer on her twisted slip dress. Even without a bevy of models or famous faces, Wang still managed to make us intrigued as hell.

Visit Alexander Wang's website to see the entire campaign and shop the collection.

Alexander Wang Spring 2018 ad campaign. Photo: Albert Watson

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