Sloggi x CSM A/W 2019 Campaign

The campaign, entitled 'Steady and Strong' for the modern underwear brand Sloggi came from the concept proposed by the creative team, stylist Daniela Benaim and writer Zofia Zwieglinska, both of whom came from the MA Fashion Communication course from Central Saint Martins. The campaign was executed by Mullenlowe, a creative agency. The advertisements for the premium 'S by Sloggi' range were centred around a universal theme of the meta fashion campaign: a unique focus point looking at the behind-the-scene concept, breaking down the creative process and components of a traditional fashion editorial. The campaign features a group of androgynous Gen-z models in in-between moments, with the CSM campus and clothing pieces from designers at 1 Granary harmoniously composed to deliver the essence of youth, transgression and creativity. The haikus featured alongside the images explore themes of the body, emotion and gender roles, focusing on poetic expression instead of heavy text. The images break conventional codes of luxury fashion photoshoots in favour of raw authenticity. "Meta anything usually ends up being wildly superfluous. With this campaign, the idea behind it was based around the ‘meta-fashion campaign’ not just to be edgy, but also to showcase every face and talent behind and in front of the camera. On many occasions, a fashion shoot ends up with just a final visual that doesn’t document the work behind the scenes. In an age of Instagram and constant digital snooping, the ‘unseen’ areas become the most desirable, and the hidden becomes overt. So too is the case here with this shoot." Zofia Zwieglinska