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London-based menswear designer Craig Green has recently unveiled his A/W 2016 collection campaign, which has been shot entirely using drones.
Craig has utilised this relatively new technology to showcase his clothes from a completely different angle.
Male models are scattered across earthy backgrounds, as though they have plummeted through the sky eventually crashing onto another planet.
This is the first major fashion campaign to have been shot in this way – with art direction by Ben Kelway and styling by Dazed’s creative director Robbie Spencer.
Talking to Dazed, Craig said: “We were trying to think of new ways to approach things and came up with the idea of shooting with a drone instead of a photographer so it almost felt like a documentation, rather than era-specific in any way.
“It’s nothing against photographers – we’ve worked with amazing photographers – it just felt like the right thing to do. And I thought there was something quite great about them looking almost like National Geographic (images) – scientific and cold in some ways, the image is so romantic of all the boys together. We wanted it to have a really dreamy, painterly feel.”
