Monday, February 1, 2010

Tilda Swinton & Ryan McGinley Collaborate For Pringle

Tilda Swinton has been dubbed the inspiration behind the latest collection from luxury knitwear brand, Pringle of Scotland. The Spring/Summer '10 campaign features Swinton shot in organic Scottish landscapes by New York photographer, Ryan McGinley.

To Pringle, Swinton "embodies the new mood of the collection; her strength and confidence conjures up an elusive luminous quality." Of the range "A strong sense of feminity pervades, but is always played with an unmistakable edge." The imagery reflects the design proposition as does the choice of shoot location. Shot in rural Scotland the imagery is in line with "the brands vision since 2000 to restore the heritage of Pringle's rich past and continue the tradition of innovation, authenticity and glamour."


Pringle understand their market, choosing to team with the striking and fiercely talented Swinton over some young starlet. The collaboration with the Academy award winning actress and McGinley has also produced a series of short films for the brand. They feature Swinton running through Scottish woods, climbing over stone walls draped in silk and crawling through caves in a fitted backless gown, all to an eerie score produced by Dogee Mountain. The footage offers what stills cannot for a brand by allowing the consumer to witness the wearability of the garments and ultimately an emotional brand connection.

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