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JW Anderson Campaign: Julie Greve
JW Anderson AW18 campaignPhotography Julie Greve

The next generation of talent shoots JW Anderson’s AW18 campaign

Three of the finalists from the Your Picture / Our Future initiative bring their vision to the brand

As we hurtle ever closer towards the AW18 season, every day sees the release of an enthralling new campaign: in the last few weeks alone, we’ve had fantastical images from Raf Simons, Gucci, and Miu Miu, as shot by the likes of Glen Luchford and Willy Vanderperre.

Now comes JW Anderson’s, which was slightly different in its method. Earlier this year, the label sent out an open call for young photographers to take part in its Your Picture / Our Future initiative. Entrants were asked to submit examples of their work, with the eventual winners going on to shoot imagery for AW18. The competition drew almost 2000 entries, and now, after an extensive judging process, the winners’ final imagery has been released.

The brand crowned Julie Greve, Simons Finnerty and Yelena Beletskaya its victors, who all have their own “untainted, creative visions” according to creative director Jonathan Anderson. Each of them were encouraged to stick to their fundamental vision as photographers when it came to shooting the final campaign, which culminated in quirky, imaginative photographs. The images are strikingly individual, but remain thoroughly in line with “the unfiltered essence of the JW Anderson brand”.

Working with Anderson and his team, each photographer was given an individual edit of the womenswear and menswear collections, allowing them to bring their distinct perspective to the project. While Greve’s has a whimsical air to it, Finnerty approaches his campaign with humour and an unflinching gaze; Beletskaya, meanwhile, delivers a more colour-infused, abstract aesthetic.

Take a look at the full campaign in the gallery above.