In fashion, it takes a village to make a photo. In his spring 2021 campaign, Christopher John Rogers — the CFDA’s American Emerging Designer of the Year — gives us a theatrical peek at what happens behind the camera, paired with an exciting announcement for his eponymous brand.
A fashion shoot, in reality, isn’t all that glamorous. In fact, it’s a lot of hard work. Stylists basically do weight lifting exercises hauling heavy trunks of clothes, makeup artists and hairstylists stand by at every second to catch any teeny detail that’s out of place, and models bake under the hot lights. In this campaign, Rogers celebrates the work his creative family has put into making his visions come to life, playfully posing them with model Blue Aida. The photos, shot by Alexander Saladrigas, are a nod to Richard Avedon’s behind-the-scenes images captured by his assistant, Gideon Lewis, to “document the ‘light and fun side’ of himself.”
The clothes, which debuted earlier this month, are also playful — the kind you might have doodled as a kid with a set of primary-colored crayons, if they were brought to life with the help of a refined and discerning eye. In fact, that’s basically Rogers’s process: He literally scribbled away with crayons and markers. The final product included dresses with bulbous skirts, vibrantly striped rib knits, witty bodysuits, oversize suiting in highlighter hues, and button-downs embellished with rainbow Swarovski crystals. It’s all pure childlike joy.
And last week, the brand announced that the collection is available for preorder now until November 1 with the launch of its first-ever online shop on christopherjohnrogers.com. It’s never too early to start thinking about spring fashion.