Jigsaw challenges fashion norms with 'Lived not modelled' SS16 campaign

London clothing company Jigsaw has unveiled its ‘Lived not modelled’ spring/summer 2016 push furthering its ‘Style and Truth’ brand message launched in 2014.

Created by The Corner, the campaign includes a full takeover of Oxford Circus tube stations, print, film and digital ads. ‘Lived not modelled’ challenges the fashion industry by celebrating that clothes are to be lived in, rather than staged on a catwalk or heavily directed photo shoot.

“We believe strong in the idea of truth and permanence in the face of fashion’s superficiality and short-termism,” said Peter Ruis, Jigsaw chief executive officer. “Our aim is to be an honest, clear voice amongst the clutter and fads.”

Shot by fashion photographer Tim Barber, Barber was tasked with shooting the models over the course of a week with a simple brief of shooting them living in the clothes anywhere and everywhere.

Tom Ewart, founding partner at The Corner, added: “We wanted these ads to speak for themselves – reflecting the ‘Lived not modelled’ message by showing the clothes being worn in normal situations, in contrast to the highly-styled fashion shots everyone expects to see. We gave the models and photographer freedom to just ‘get on with living’ during the shoot and I think this delivered a really authentic final set of images.”

Print ads will run throughout March in the likes of Guardian Weekend, Sunday Times Style and Stylist with video content appearing online and on social.

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