LaQuan Smith

May 2024

The Fall 2024 ad campaign for LaQuan Smith captures the essence of modern luxury through a sophisticated lens that balances raw urban energy with controlled, architectural elegance. Under the creative direction of LaQuan Smith, the campaign leans into an editorial aesthetic that explores the interplay between tactile textures and the stark, geometric lines of the city. Photographer Greg Swales skillfully navigates this duality, utilizing cinematic lighting to accentuate the glossy finishes of vinyl and rich, deep-toned velvet against the imposing backdrop of the New York skyline. With expert styling by Carine Roitfeld, model Liz Kennedy commands each frame, whether reclining on a rooftop or framed within the complex, repeating reflections of a mirror-lined corridor. The imagery reads as a deliberate study in contrast, where sleek tailoring and shimmering metallic accents meet the muted, industrial palette of an overcast Manhattan afternoon. This high-fashion narrative finds its visual rhythm in a mix of natural light and moody, low-key chiaroscuro setups, emphasizing the structural integrity of Smith’s garments. By integrating the polished, groomed precision of the subjects with the organic, textured surroundings of the Park Lane Hotel and city streets, the campaign delivers a confident, monochromatic vision that perfectly encapsulates the current season's focus on structured, high-end commercial fashion.

Lifestyle, Editorial, Vertical

Natural light

Luxury Fashion Houses, Fashion