Craig Green's New Fantasy

Craig Green's New Fantasy

NICK KNIGHT HAS LENSED CRAIG GREEN'S DEBUT AD CAMPAIGN, AND THE DESIGNER HAS BUILT A TEASER INSTALLATION AT DOVER STREET MARKET NEW YORK

NICK KNIGHT HAS LENSED CRAIG GREEN'S DEBUT AD CAMPAIGN, AND THE DESIGNER HAS BUILT A TEASER INSTALLATION AT DOVER STREET MARKET NEW YORK

Text: Katharine K. Zarrella

Craig Green, the burgeoning London menswear designer whose pensive, ethereal collections have brought tears to showgoers’ eyes on more than one occasion, has a new project in the works—and it’s a big one. For the first time since launching his line in 2012, Green is set to debut a campaign. But these aren’t just any ads, rather, they’re hypnotic images created in collaboration with photographer and V contributor Nick Knight.  “I don’t think I would have done this campaign if it weren’t for Nick,” offers Green. “I have him to thank for pushing me forward. Actually, I was so busy that I wasn’t thinking about the shoot much beforehand. But when I was on set, I had a realization about how amazing it was of Nick to support me. Getting to work with him is so incredible, and it’s such an important moment in my short career.”

Green isn’t kidding when he says he’s been busy—in fact, he gave this interview just moments after arriving from London at New York’s Ace Hotel. He was in town for less than 24 hours to install a sculptural campaign teaser at Dover Street Market New York, which is now on display at the store’s Arts Week Open House. Starring Stefan Cooke, who has served as Green’s fit model since the designer was a student at Central Saint Martins, the actual ads will debut during the London Collections: Men this June.

Like Knights images, the installation features wooden kite sculptures (wooden structures are a staple in Green’s runway shows), and looks from his F/W ’15 collection. “I think they have a free, escapist, adventurous energy that comes with the collection,” says Green when asked about the kites. “When I heard that Nick wanted to do the campaign, I felt like it was an amazing opportunity to show the fantasy side of the collection, because I wasn’t really able to project that on the catwalk,” he explains. “So it made sense do to something that was light, airy, and about movement.” Green hopes his collaboration with Knight will continue, but the campaign isn’t the only major development for the designer and his brand.  In addition to having a pair of his S/S ’15 looks showcased in the Met’s latest exhibition, China: Through the Looking Glass, Green has a number of projects in the works. He's wrapping up his S/S ’16 collection and is pondering launching a women’s line. “We’ve got women who are buying the menswear pieces, so I think in a way, it’s just a natural progression,” he says. But wisely, he’s not rushing into things. “It will launch when we get support, or if we can find a clever way to do something very small in the beginning,” he asserts. “It’s something that has to be done right.”

CRAIG GREENS INSTALLATION AT DSMNY

CRAIG GREENS INSTALLATION AT DSMNY

CRAIG GREENS INSTALLATION AT DSMNY

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