MILAN – Italian footwear company Geox has tapped British fashion photographer Rankin for its newest spring/summer 2016 advertising campaign, labeled #startbreathing, which stars model Maria Crittel and British dancer and choreographer Cameron McMillian.
The campaign spotlights the brand’s activewear style, the Nebula, in blue and turquoise, worn by McMillian and Crittel, caught in mid-air by Rankin. ‘We partnered with Rankin because we wanted a breakthrough lens for a truly breakthrough, iconic shoe,” said Geox’s chief executive officer, Giorgio Presca. The Nebula is a fashion shoe with an innovative breathable-membrane sole and unique flexibility and cushioning.
“For me, this campaign is all about doing something fresh and exciting,” Rankin said. “It feels invigorating to be part of taking a brand in a bold new direction, to grab an audience’s attention and get them thinking about Geox in a new way.”
The campaign preview at menswear trade fair Pitti Uomo in Florence and will break in print in mid-February.