It's been an epic first year for stylist and designer Brandon Maxwell. Since launching his brand in September 2015 with an intimate presentation for an A-list audience at Mr. Chow's in New York, he was shortlisted for the 2016 LVMH Prize, won the CFDA Swarovski Award for Womenswear and kept the momentum building with his second collection. (Oh, and he still styles Lady Gaga, too.) On Wednesday, Maxwell demonstrated yet again that he's not your average emerging brand by revealing his first ever advertising campaign, shot by the designer himself at The Standard, High Line in New York.
It's very rare for such a young brand to invest in promotional ventures, beyond statement-making red carpet designs and memorable runway shows, this early. For example, early successes Alexander Wang, Public School and Jason Wu all waited four to five years before releasing their first campaigns.
Maxwell, who studied photography in college, gathered a very diverse group of models (Blanca Padilla, Herieth Paul, Leila Nda, Maria Borges, Ophelie Guillermand and Riley Montana) at the Top of the Standard to pose in his sleek, black-and-white fall 2016 looks.
He also produced a video (see above) featuring the models climbing into a white fluffy hotel bed as voicemails left by his family following the fall 2016 show play over music by The Greatest Hoax. Maxwell has often cited how important his Longview, Texas family is to his designs and work ethic, and the audio messages underline that connection — even though, like many young people, he has a bad habit of not picking up the phone when his mother calls.
See the campaign images in the gallery below.