NEW VOICES - bazaar.town

Celebrated British photographer Alasdair Mclellan, whose photographs have graced the covers and pages of i-D, British Vogue, GQStyle and more, recently shot MANGO’s Spring Summer 2019 Campaign, and it’s absolutely stunning.

The campaign features Adwoa Aboah, Jolie Alien, Luna Bijl, Sasha Pivovarova and Patrick Schwarzenegger as the protagonists who were chosen for their creative talents and strong voices in their fashion careers and their larger respective communities.

Floral pastel dress that screams strong yet feminine. Image courtesy of MANGO

Supermodel Sasha Pivovarova creates poignant freeform art while Jolie Alien paints abstract art. Dutch model Luna Bijl is a sporty quad rider, and Adowa About is a vocal activist while Patrick Schwarzenegger has an entrepreneurial side. They all represent the different aspects that come together to form a community and the culture it creates.

Mclellan’s own influence on culture through his photography and campaigns is undeniable. His use of natural light, sharp eye for composition and candid storytelling shows an authentic narrative.

Pastels in clean strong lines. Image courtesy of MANGO

The campaign uses powerful slogans such as “Let’s build the future, together”, “Our dreams will inspire culture” and “We believe in the power of community”. It is only the beginning; the message continues throughout the season with upcoming actions and collaborations that will be unveiled on all of MANGO’s platforms with the hashtag #MangoNewVoices. It is a new world and MANGO is supporting the emerging positive collective cultural voice. “I belong in your arms” by New York’s duo Chairlift plays in the background of the video, with its electronic sounds keeping it modern and on the pulse without being gimmicky.

The collection itself is an ode to MANGO’s commitment to contemporary styles and elaborate fabrics. Timeless garments such as the ubiquitous trench coat in pastel shades like pale pink, sky blue and lime make for the perfect pairing for everyday essentials. The cycle trousers are ground-breaking but set to become a key design. The semi-sheer and fluid fabrics in the dresses and blouses bring a certain yearning for summer. Metallic fabrics contrasted with the soft drapey pastels add depth to the outfits, while the tie-dye maxi shirts are fresh and inspired.

Beautiful soft textured metallics are a great match for pastels. Image courtesy of MANGO

The pastel shades stay consistent throughout the range of accessories but uses contrasting materials giving it added character for the items like the glass and bucket hats and sack bags. Braided shell details on strappy sandals and ankle boot sneakers add the finishing touches for a strong overall look.

Fashion has always been a vehicle for self-expression and a society’s collective voice. Trends come and go and consumers might be fickle towards hemlines and prints but they will always gravitate to a brand’s strong and consistent voice like MANGO’s.

Transitional pastel coats are a fantastic addition to any wardrobe. Image courtesy of MANGO

Shop the Spring Summer 2019 collection from MANGO at The Avenues, 360 Mall, The Promenade, Gate Mall and Kout Mall. For more information or to shop online visit shop.mango.com/kw. Featured image courtesy of MANGO.