The Italian brand heads to the Kentucky countryside for the Versace Spring 2017 ad campaign for a backdrop of rural greenery.
The campaign encapsulates the freedom and dynamism of summer, the active mood that is at the heart of Versace Spring 2017 for both men and women. Photographed by Bruce Weber, models pose Anna Ewers and Edie Campbell in sporty designs full of color-blocking relaxed silhouettes.
The Italian house’s spring 2017 collection featured sporty silhouettes and heavily atheticwear-inspired pieces, playing up the modern “power woman” theme it’s latched on to in recent seasons. At her Milan runway show back in September, Artistic Director Donatella Versace referred to sportswear as the future of fashion. With that in mind, the campaign’s locale suddenly makes a lot more sense. And who better to photograph models in the great outdoors — and with farm animals — than one Bruce Weber? The American fashion photographer began working with Versace nearly two decades ago, and shot the brand’s fall 2016 campaign (and accompanying film) set in Chicago. If the past two seasons are of any indication, it looks like the duo is here to stay. “There is no one I know who can capture that spirit and energy like Bruce Weber,” said Versace. We’re right with you there, Donatella.