Versace ventures to the Kentucky countryside for its Spring 2017 campaign

Smells like freedom


By Wei Yeen Loh

Versace ventures to the Kentucky countryside for its Spring 2017 campaign

Put Bruce Weber with top models Edie Campbell and Anna Ewers in the sweltering Kentucky heat alongside horses, and you’ve got Versace’s picture perfect Spring/Summer 2017 campaign. Perhaps the most unpredictable setting that the brand has shot in, the visuals capture the heady freedom and ardour of a summer afternoon—one that was in line with artistic director Donatella Versace’s vision and the sporty aesthetic of Versace Spring 2017 men and women. “This is a collection about the dynamic moment and the freedom of the Versace life,” says Versace. “There is no one I know who can capture that spirit and energy like Bruce Weber.” 

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Spot Campbell steadily balancing atop a horse’s back in a billowy nylon parka that she coincidentally wore to open the Spring 2017 show, and actor Mitchell Slaggert and musician Jake Lahrman in harmony with majestic horses amidst grassy plains. Another picture features Ewers and Campbell decked in power-woman worthy suits as they groomed a black beauty in the stables. “Creating the visual campaign for Donatella’s new collection has been exciting because it involves nature and horses and freedom. Freedom of choice, freedom of expression and freedom of speech. I think it’s always interesting that fashion can carry messages in a subtle way and make people think about their own lives and how they can make it better,” says Bruce Weber.


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