Paul Andrew Taps 12 International Artists to Reinvent the Typical Fashion Campaign With ‘Season 6’ Creative Portfolio Exploring the Imprint of Shoes
Paul Andrew is continuing to expand his namesake footwear and accessory brand after its relaunch in 2022 with the release of the Season 6 campaign, which brings together the work of 12 artists and contributors from around the world.
Hailing from a variety of disciplines, the Season 6 campaign’s contributors were prompted to share their vision of the campaign through their specific practice; a portfolio was then created to compile these visions together, described as “revealing their impression of the visual world of Paul Andrew and the imprint the shoes leave behind.”
The footwear showcased in the content include metallic sandals, heels with a statement embellishment, mule heels in various iterations and more styles. First teased on Jan. 16, the campaign officially launched on Jan. 21, and will culminate with the release of a limited-edition book on Feb. 3.
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Contributors include photographer Luna Conte; sound illustrator and image maker Frederic Sanchez; writer Natasha Stagg; painter Sungi Mlengeya; photographer Jet Swan; photographer/image maker Jasa Muller; film director Rei Nadal; artist Jack Lovatt; 3D illustrator Erica Ohmi; digital collage artist Jorden Steward; artist Sienna Murdoch; and Jeffrey Dalessandro.
Paul Andrew has identified campaigns as a crucial factor in his growth. Previously, Abby Champion was photographed by Jet Swan for the Season 4 campaign and Alek Wek was captured by Mark Kean for Season 5, which featured designs playing with texture and surrealism.
Also important to the brand’s renewal is a focus on partnering with independent, specialty retailers that align with its sensibility and creative vision, with The Conservatory in Dallas being one such example.
The brand is also making headway in regards to expanding its presence in the Asian market, particularly in South Korea and Singapore. The brand is also gaining traction in Japan, with popular retailers L’Appartement and Isetan stocking the designer’s styles. Hikari Mori, Jamie Chua and Akimoto Kozue are among the prominent names in Asia who are fans.
Cate Blanchett and Kerry Washington are among the celebrities who have sported Paul Andrew shoes since the brand’s relaunch.
In addition to running his own brand, Andrew was appointed creative director of Sergio Rossi last year, having previously held the position at Salvatore Ferragamo, which he exited in 2021.
