Sass & Bide, a brand already known for their fashion forward clothing – have taken their A/W14 campaign to new heights… and angles.
Working with Terry Gates as their photographer, S&B’s campaign uses interactive panoramic 360 degree technology which allows “customers to feel like they are in the room, interacting in the space”, says brand director Sarah-Jane Clarke. As a ‘first campaign of it’s kind’, S&B’s creative director Heidi Middleton says that “the campaign represents the beautiful strange with a modern essence. I wanted the energy of the misfits to be felt in this capture to create a sense of desirable wrongness. Aline then appears as the centrepiece of the campaign representing cool, beauty, freedom and strength.”
The theme of misfits and ‘desirable wrongness’ is captured through the campaign’s industrial setting and use of innovative technology, whilst the collection itself remains fairly true too S&B form. Bold prints and patterns are mixed together to reiterate the misfit theme, and are predominantly in hues of black, white and blue, with a splash of orange.
The 360 degree campaign can be experienced at freetown.sassandbide.com, where you can scroll, zoom and rotate the scene from all angles. It’s has a click to shop feature, and can be used on all smart devices, hell yeah!