WE11DONE

Oh my goodness if ever campaign imagery was designed to appeal to Queen Michelle just take a look at the latest WE11DONE Fall Winter 2022 campaign. With the strongest Joan of Arc androgynous vibes it is right up her street.

I’ll confess that prior to their latest press release landing, I had never heard of this brand. We11done clothing is the in-house line of Rare Market, one of South Korea's most prestigious concept stores who already boast luxury and contemporary brands. Their own line is designed by Rare Market’s owners Dami Kwon and Jessica Jung. The name We11 Done stands for “well done, well made,” with the 11 being a reference to Rare Market’s 11 team members

This new campaign has been created by world’s leading photographer Willy Vanderperre in partnership with stylist Olivier Rizzo, the campaign features supermodel Mariacarla Boscono, who is a medieval aristocrat in the shot. Immersed in Willy Vanderperre’s signature cold tone and delicate light and shadow recalling a Flemish portrait of the 17th century, Mariacarla Boscono interprets the neutral demeanor and firm attitude across gender, identity and stance of Fall Winter 2022 collection, echoing with the modern urban view of Seoul.

Photographer: Willy Vanderperre @willyvanderperre
Stylist: Olivier Rizzo #olivierrizzo
Hair Stylist: Louis Ghewy @louisghewy
Make-up: Lynsey Alexander @lynseyalexander
Casting Director: Ashley Brokaw @ashleybrokaw
Models: Mariacarla Boscono, Lennert de Lathauwer, Kamil Pluym

The new campaign reaffirms the brand’s mission to disrupt the status quo and expand the realm of sartorial potential. Creative element referencing European royal knight armor at the end of the Middle Ages ingeniously collides with the classic flannel volume coat and gorgeous sequined evening wear of the Fall Winter 2022 collection, creating a sharp contrast across the eras.

They say the line was born from the desire to blur lines. Those that exist between old ideas and new. Highbrow and low. What’s meant for men and for women. What can come from “the East” or from “the West.”

Looking at these shots above, I’d say they were doing exactly that.

Queen Marie

x