Alexander Wang is surely one of fashion’s most well-connected designers – he’s widely known for his inner circle, which includes everyone from M.I.A. to A$AP Rocky. His SS16 campaign, unveiled this morning, pays testament to that fact. Shot by photographer Steven Klein, it features 21 musicians, artists and models including former frontwoman of Crystal Castles and now solo artist Alice Glass, K-pop sensation CL and trap star Travi$ Scott.

Former Dazed cover stars Molly Bair and Binx Walton also star, alongside supermodel Cindy Crawford’s daughter Kaia Gerber and Wang’s long-term muses Anna Ewers and Hanne Gaby Odiele. Shooting them in Manhatten and Brooklyn, Klein eschewed a studio for the talents’ everyday environments, including a gas station, a record shop and their own apartments.

Perhaps contrary to convention, the cast were the first to reveal the campaign. Speaking on this decision, Wang says, “We felt it made sense for the talent to tell their own story first; they start the dialogue, which we as a brand then continue. The concept is to create a conversation that is long-lasting, and that is an unfolding visual narrative with many angles and a lot of new imagery being released over time.” Adopting a social-first strategy, the designer also launched an Instagram account – @wangsquad – specifically to launch the campaign. 

This is an important campaign for Wang because it’s his first since he left Balenciaga last year. Citing a desire to take his eponymous label to “its next level of growth”, the designer is now channeling all of his creative energy into the brand – something that is evident in this campaign.