This season’s Alexander Wang Collection 1 Drop 1 ad campaign takes on an Americana theme with a pageant girl, muscle cars, a football player and cheerleader.
In June, Alexander Wang debuted a bold rebrand of his eponymous company with a runway show, a new logo and an official move from the traditional delivery schedule to a more modern, hype-driven drop model. With these changes, Wang decided to dig into his personal history for Collection 1, particularly his experiences growing up as a first-generation Chinese American and viewing U.S. pop culture through an immigrant’s lens.
The clothing incorporated stereotypical Americana in the form of bandanas, football jerseys, denim, Harley-Davidson-inspired leathers, flannels and patriotic stars and stripes. The personalities portrayed — bikers, cowboys, jocks, wealthy ladies of leisure — were mixed in with homages to his family roots, particularly bootleg-style “Chinatown” merch and Chinoiserie accents.
For the release, the brand unveiled its first post-rebrand ad campaign, which is all about subversive Americana. Photographer Brianna Capozzi captures the portraits starring Anna Ewers and Binx Walton as a high school cheerleader and football player, to a too-cool pageant girl who pairs her crown and tight curls with a shiny fanny pack.