In early 2012, Johannes Leonardo launched JLF, a new dedicated practice within the agency to focus on the rapidly evolving industries of fashion and luxury. Its first campaign, commissioned by luxury cotton maker Supima, just launched. Grown exclusively in the southwest United States—softer, stronger and retains color far longer than other cottons—it represents the top three percent of cotton produced globally. The campaign is a thought-provoking take on the brand name (shorthand for Superior Pima cotton) and features a series of metaphorical interpretations of the definition of superior. Shot by photographer Roe Ethridge and featuring products from Supima’s licensees (including Lacoste, Splendid, Brooks Brothers and Bloomingdale’s), the style is bold, a bit surreal and blurs the boundary between art and fashion.
// From our friends at Communication Arts