Windmills as a poetic metaphor of the past that meets the future, instruments of yesterday that thanks to wind energy have become tomorrow. They are the protagonists 13 meters high of the new advertising campaign of Craig Green for the FW18 collection, recreated by a team of 18 in Dorset and photographed by Dan Tobin Smith.

“I have always thought that windmills are interesting – something that existed in the past as a vital industrial machine powered by nature, a kind of very early use of sustainable energy-powered production,” explained the British designer, motivating this choice.

The images, almost evocative of old postcards made over the course of four days, have different backgrounds depending on when they were taken. First they appear in their clean form, then inundated with smoke, to demonstrate their delicate but perishable nature, the same channeled by the main material of the latest creations of Green, the latex, a type of futuristic material that, however, rots with the passing of time.

 Craig Green's windmills for the FW18  Poetic metaphor of the past that meets the future in the new advertising campaign of the British designer | Image 0
 Craig Green's windmills for the FW18  Poetic metaphor of the past that meets the future in the new advertising campaign of the British designer | Image 1
 Craig Green's windmills for the FW18  Poetic metaphor of the past that meets the future in the new advertising campaign of the British designer | Image 2
 Craig Green's windmills for the FW18  Poetic metaphor of the past that meets the future in the new advertising campaign of the British designer | Image 3
 Craig Green's windmills for the FW18  Poetic metaphor of the past that meets the future in the new advertising campaign of the British designer | Image 4
 Craig Green's windmills for the FW18  Poetic metaphor of the past that meets the future in the new advertising campaign of the British designer | Image 5