Carol Lim and Humberto Leon have a history of working with the film industry, both at Kenzo – where they took over as joint creative directors in 2012 – and at their co-founded Opening Ceremony label.
Directors David Lynch and Spike Jonze are both noted collaborators, while Chloe Sevigny famously designs a line for the latter label; Jonah Hill wrote a play for OC SS15 (directed by Jonze and starring Elle Fanning).
For Kenzo’s AW15 campaign, the pair turned to cult director Gregg Araki, as Leon notes: “We have been huge fans of Gregg since our teens. For us, he’s definitely a director of our generation. We reached out to Gregg and we asked him, as fans, would he shoot an original film that would eventually become an ad campaign.”
“This was out of the blue and I was excited,” offers Araki for his part. “I don’t know a lot about fashion, but I checked out the collection and it was really cool and I could see how it fit with the sort of world of ‘Nowhere’. It seemed like it would be a fun experiment.”
The result – ‘Here Now’ – taps the same low-key aesthetic of the director’s ‘Teenage Apocalypse Trilogy’, the three-part effort that debuted in 1993 with ‘Totally Fucked Up’ and concluded with the aforementioned ‘Nowhere’ in 1997.
With a cast borrowed from E4’s all American ‘Glee’ and ‘Suburgatory’ listings, ‘Here Now’ is a contemporary antidote to the charmless fashion film that elsewhere dictates the industry’s screen time leanings.
The movie-poster-as-ad-campaign is pretty brill too.