Sies Marjan’s First Fashion Campaign

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It’s not often that a new luxury designer is added to the New York Fashion Week roster, so when Sies Marjan made its debut during the Fall 2016 shows in February there was much anticipation. Built from the ground up by former Dries van Noten designer Sander Lak, the 36-look strong collection quickly won the applause of buyers and editors alike—all of whom loved Lak’s use of color and quirkily mismatched materials. The designer dedicated the show to girls that he knew growing up, so it makes sense that he asked five of his closest, non-model friends to star in Sies Marjan’s first-ever ad campaign, which launched today.

Officially titled “Girlfriends Project,” the ads appear more like a magazine editorial than the usual hyper-photoshopped fashion campaign. Lak invited photographer Kasper Kasprzyk to sit in on friends Cynthia Scholten, Megan Bowman Grey, Nur Elektra El Shami, Patty Lu, and Trish Goff as they tried on their favorite pieces from the collection. Intimate and lo-fi, the ads are clever because of the message that the personal casting conveys. To us, Lak is saying that there’s no set Sies Marjan woman. Sure, she could be a major fashion model, but she could also be me, you, your mom, or your best friend.

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