ANTEPRIMA SS2017 Advertising Campaign

ANTEPRIMA SS2017 Collection “Against Fragility” is inspired by Teddy Girls, the rebel youth subculture from the 1950s Post-War London. Shot in NDK Resource Shiroishi Factory located at Kawasaki, an industrial district in Japan’s Kanagawa Prefecture, the ANTEPRIMA Spring Summer 2017 campaign re-created the mood and atmosphere of factory site in North Kensington, where the historical photos of Teddy Girls were mostly shot.

As determined working-class youth, Teddy Girls embraced liberation and independence of women back in time. They pushed the boundaries of conventional women’s style and had been adopting menswear elements and outlook. As an echo with the spirit, ANTEPRIMA opted for models with edginess and strong character for this campaign.

Unique features and expressions of Japanese top model Chiharu Okunugi and up and coming model Rina Fukushi further compliment the image of Teddy Girls.

Chiharu Okunugi @chiharuokunugi 
Rina Fukushi @rinao127

Leslie Kee

Kosei Matsuda

Hair & Make Up
Katsuya Kamo

Film/Location Production
DASH Co Ltd (Japan)

Art Director
Hideki Ogino

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