THE NEW JIL SANDER CAMPAIGN UNCOVERS ELEGANCE WITH AN EDGE

words by DEBORAH DRENOFCI

The new JIL SANDER campaign brings forward a charming, unsettling feeling. Shot by Moni Haworth, it moves through what feels like a fast dance in a liminal space, set right on the runway of a private airport, surrounded by furniture wrapped in latex or draped in foil.

The soundtrack, "If This Is Hell" (feat. Deuén) by Space Afrika, its lyrics spoken at a blistering tempo, turns this liminal space into a train of thought. Everything moves so fast that every reflection, every emotional beat, seems to vanish and return as something else entirely. Edie Campbell and Daisuke Ueda roam through the space, moving without ever settling, changing destination and desire as quickly as the pace demands.

The garments and accessories mirror this chaotic journey. The sharp cut of the skirt asserts dominance in the midst of uncertainty. The purse, held with quiet elegance, suggests running isn't quite an option yet. Then Daisuke Ueda appears in leather, seemingly unbothered by what's ahead, as if youth itself is an excuse to keep moving. But when he puts on the grey suit, he slows down, more introspective now, as if something finally has to be let go. Long skirts and dresses worn over tights seem to have made their decision at last, but still choose to look away. Always in heels.

What makes the campaign particularly compelling is the space it leaves for feeling, dramatic, perhaps, but open to interpretation. That's exactly what creative director Simone Bellotti set out to do: build a kind of minimalist tension, suspended between eccentric visuals and the emotions they stir.

all images courtesy of JIL SANDER