By Conor Risch
Photo by Broomberg and Chanarin
Italian apparel company WP Lavori in Corso dramatically increased
the popularity of U.S. outdoor clothing brand Woolrich throughout
Europe by reinterpreting Woolrich’s classic clothing designs in a
contemporary clothing line. Drawing on nearly 200 years of Woolrich
design archives for inspiration, designers at WP Lavori created the
Woolrich John Rich & Bros. line.
Based on their success, WP Lavori became the worldwide distributor
for Woolrich John Rich & Bros. in 2008, and the brand was
launched in the United States for the first time with the
introduction of the Fall-Winter 2009 collection.
WP Lavori have consistently avoided fashion photographers for their
Woolrich John Rich & Bros. catalogues and print campaigns.
Larry Fink, Bill Owens and Bernard Plossu have shot past ads for
the brand. For the new collection, the brand collaborated with
photographers Adam Broomberg and Oliver Chanarin, who are known for
blending documentary and fine art work.
WP Lavori selected Broomberg and Chanarin for their “real and
sophisticated” portraiture, says marketing and communications
manager Valeria Caffagni. The pair worked with WP Lavori art
director Luca Caccioni and contributed heavily to the art direction
of the ads. They feature simple and natural portraits of
regular-but-interesting-looking people set in rustic interiors in
London and outdoors in Dungeness, a coastal area in England’s
southwest.
“Their role has been fundamental and their vision and their poetry
is really visible in all the pictures,” Caffagni says of Broomberg
and Chanarin. The ads are currently running in publications in
Europe and the United States.
Non-Fashion Photographers Shooting Fashion
Nov 20, 2009
By Conor Risch
Italian apparel company WP Lavori in Corso dramatically increased the popularity of U.S. outdoor clothing brand Woolrich throughout Europe by reinterpreting Woolrich’s classic clothing designs in a contemporary clothing line. Drawing on nearly 200 years of Woolrich design archives for inspiration, designers at WP Lavori created the Woolrich John Rich & Bros. line.
Based on their success, WP Lavori became the worldwide distributor for Woolrich John Rich & Bros. in 2008, and the brand was launched in the United States for the first time with the introduction of the Fall-Winter 2009 collection.
WP Lavori have consistently avoided fashion photographers for their Woolrich John Rich & Bros. catalogues and print campaigns. Larry Fink, Bill Owens and Bernard Plossu have shot past ads for the brand. For the new collection, the brand collaborated with photographers Adam Broomberg and Oliver Chanarin, who are known for blending documentary and fine art work.
WP Lavori selected Broomberg and Chanarin for their “real and sophisticated” portraiture, says marketing and communications manager Valeria Caffagni. The pair worked with WP Lavori art director Luca Caccioni and contributed heavily to the art direction of the ads. They feature simple and natural portraits of regular-but-interesting-looking people set in rustic interiors in London and outdoors in Dungeness, a coastal area in England’s southwest.
“Their role has been fundamental and their vision and their poetry is really visible in all the pictures,” Caffagni says of Broomberg and Chanarin. The ads are currently running in publications in Europe and the United States.
Photographer Vegar Abelsnes creates a lifestyle identity for branding and packaging giant MeadWestvaco.
