Carven unveil its new spring-summer 2018 campaign, photographed by Jack Davison under the artistic direction of Serge Ruffieux.
A self-taught prodigy, the 26-year-old English lensman had his international breakthrough thanks to the humanistic photography of his America-themed book “26 States”. The same aesthetic can be found in his fashion stories for such magazines as Dazed, British Vogue or M Le Monde.

With his unique mastery of light, his documentary style, and his singular ability to capture a certain melancholy in the eyes of his subjects, Jack had already photographed the Carven girl in the bustling streets of Barbès in Paris for the 2018 resort collection. For summer 2018, this neo-urban heroine ventures deep into the forest in Santa Cruz de Tenerife.

« Jack Davison is a unique, protean artist. After the documentary style of the resort campaign, I wanted him to explore his unique sense of contrasts, in his chiaroscuro world, between dream and reality, shadow and light », said Serge Ruffieux.
The campaign is an intriguing exploration of the theme of doubles. The model Olympia Campbell is seen bonding with nature, her face streaked by the shadow of leaves , her silhouette lit by an elusive ray of sunshine. She is then pictured nonchalantly and langorously lying on Aubusson carpets, the ultimate symbols of an idealized nature.

This indoor-outdoor contrast captures the very essence of Serge Ruffieux’s work, a chiaroscuro aesthetic based on an alchemy of opposites: an ultra-modern girl in the slightly quaint context of a forest, and the Aubusson universe transfered into a real forest in Spain. The line between dream and reality is totally blurred.