Jacquemus's new campaign was shot on FaceTime

The fashion industry is among the sectors that are most affected by the impact of the pandemic from COVID-19, not only from an economic point of view, with drastic drops in sales and supply chains forced to stop, but also from a creative point of creative. In this moment of standstill, shootings, advertising campaigns, fashion editorials, the result of the work on a set involving dozens of people, are impossible to make.  

Jacquemus' latest project is a brilliant alternative to this situation, a simple yet brilliant idea that will be followed by many. In fact, under the creative direction of the French designer, the photographer Pierre-Ange Carlotti shot Bella Hadid on FaceTime for the Jacquemus at Home campaign.

No stylist, no make-up artist, only Hadid in her apartment, simple but still catchy images, to portray the garments of the SS20 collection, created to celebrate the French brand's tenth anniversary.

For the moment, home-made shootings seem the only possible solution for many magazines and fashion brands. Attempts similar to that of Jacquemus have already been made by important newspapers and other fashion houses, such as Missoni, but the Jacquemus at Home campaign confirms the great intelligence with which the French creative uses the media, first of all, Instagram. Not only a dreamy aesthetic, inspirational yet concrete, in which many girls want to identify themselves, but above all real images, of this daily life, turned upside down by the quarantine, managing to bring some of the joy and colours typical of his imagination into our feeds.  

Waiting to be able to return to the old daily life and therefore on the sets, to create campaigns with large budgets and large teams, for the moment FaceTime is fertile ground in which to give room to create and experiment with new formats.