For his first print ad campaign, Prabal Gurung called on lensman Dan Jackson to shoot Liya Kebede. With Christopher Simmonds handling the creative direction and Tiina Laakkonen styling, the images feature the model standing strong with arms akimbo opposite a shot of a metallic rose afire.

The spring ads will run solely in Out of Order but to lay the kindling — so to speak — the designer’s creative team has posted an animated short of a burning rose on Instagram, with a slow reveal of Kebede’s face to follow. The Julian Watson Agency’s Shon made sure that every hair was whisked away and Art & Commerce’s Hannah Murray finessed the model’s makeup.