Designer Launches Thought-Provoking Campaign
Matthew Miller is set to stir emotions with his latest thought-provoking campaign, challenging perceptions of British youth by casting Army Cadets as models.
While the British designer’s ‘Introversion’ collection for spring/summer 2015 looked to the lives of post-conflict soldiers returning to civilisation, his new ‘Age of Consent’ campaign looks to fresh cadets readying themselves for the ranks.
Across the five portraits, produced in collaboration with long-term creative partners Jonathan Baron and Matthew Holroyd, Miller “challenges the perception of what it means to be British”, representing a diverse range of individuals who could find themselves fighting for our country in future wars.
Speaking about the casting, Miller said: “Youths from ethnical minorities are under attack, and are seen by some as an enemy of the state. This series sets out to challenge the white washed notion of what it means to be young and British.”
The menswear designer is renowned for his unorthodox approach to advertising, using funeral traditions as the centrepiece of his autumn/winter 2014 campaign imagery.