Following on from the success of their spring shoot in LA, popular high street retailer River Island has once again returned state-side, taking refuge in the gorgeous – somewhat envious location – of Miami to shoot their latest summer 2012 advertising campaign.
Photographed by Ellen von Unwerth, the striking campaign imagery showcases a fun, fresh range which is perfectly on trend this summer. There is a strong focus on bold, eye catching colours, which are blended effortlessly with this season’s must have print trend, in the form of the ever popular Navajo/tribal inspired designs.
Everything from the styling to location and even the props have been well considered – all working together in harmony together and helping to bring the imagery to life. The end result is a captivating campaign that is hard to take your eyes off.
To accompany the editorial imagery, there are a couple of interesting short films; the first is a behind the scenes look at the shoot, with stylist Karl Plewka giving an insight into the inspiration behind the campaign. The second, entitled “Pass The Prop”, is a fun video which puts the models through a series of somewhat random (and unnecessary) tests that captures the playfulness of the whole campaign wonderfully.