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Versace’s SS17 Campaign: Nature Untamed

Versace has chosen Bruce Weber the iconic fashion photographer again for the brand’s new SS17 campaign, which involves nature, horses and freedom. Set in the countryside of Kentucky, the collection is presented by British model Edie Campbell and German model Anna Ewers, who also featured in the label’s last catwalk show. As for menswear, Versace has once again chosen top male models, Filip Hrivnak, Vadim Ivanov, Jake Lahrman, William Los, Geron McKinley, Simon Nessman and Mitchell Slaggert.


American photographer and filmmaker Bruce Weber explains that, ‘creating the visual campaign for Donatella’s new collection has been exciting because it involves nature and horses and freedom. Freedom of choice, freedom of expression and freedom of speech. I think it’s always interesting that fashion can carry messages in a subtle way and make people think about their own lives and how they can make it better.’

One of the images shows British supermodel Edie Campbell (who luckily is a keen horsewoman) riding a horse in the same nylon look that she wore to open the Versace catwalk show last September.

“This is a collection about the dynamic moment and the freedom of the Versace life,” explains Donatella Versace, the label’s artistic director, who also designed the campaign. Horses have long been associated with the idea of freedom and wildness, nature untamed, as it were.





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