subscribe to style file blog via RSSmodernist architecture on a fashionable roll
August 7, 2008 5:13 pm
While modernism may be a thing of the past, a string of recent fashion campaigns suggest otherwise, using some of the movement’s most iconic buildings as their advertising backdrops. J.Crew kicked things off with its spring catalog, which was shot at Richard Neutra’s famed Kaufmann Desert House (1946) in Palm Springs, the pure aesthetic of which played off against the elegantly preppy clothes. The fall campaign for 7 for All Mankind employs Philip Johnson’s Glass House (1949) as its setting, invariably linking the structure’s clean and linear geometry to 7’s understated denims (which are worn by Doutzen Kroes). And Oscar de le Renta’s new ads feature Louis Kahn’s modernist masterpiece the Salk Institute for Biological Studies in San Diego (1959). The distinct silhouettes formed by the models’ dresses create a playful dialogue with the building’s sharp and jagged forms, all of which are further contrasted against the bright blue sky.
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