PHOTOGRAPHY GRETA ILIEVA
STYLIST JACK BORKETT
THE LONDON UNISEX DESIGNER REVEALS HIS BRAND'S VERY FIRST ADVERTISEMENTS, DAYS AFTER HIS NEW YORK FASHION WEEK DEBUT
London-based designer Sam McWilliams opened the VFILES runway show this past week with his unisex-menswear line SAM MC. With previous stints working with Givenchy and Kanye West under his belt, it's no wonder that McWilliams's aesthetic arrived 100% realized, with zig-zagging splices of prints with graphic text and sweatshirts attached at the waist. Part streetwear, part lesbian geisha, the range was a breakout in the eyes of the showgoers who found it both wearable and very NOW NOW NOW.
Here, VMAN debuts the Spring/Summer 2014 campaign, lensed by Greta Ilieva and styled by Jack Borkett. "The concept of the campaign was to, firstly, introduce the boy that inspired the brand; an English rough-neck with the sweaty glow of enduring adolescence," McWilliams says. "It also introduces the character of the 'MC girl,' a dangerously captivating tomboy."
Starring the designer's longtime friend Tom Newton alongside rising model Madison Leyes with her boyfriend, Amaury Baudoin, these characters are loosely based on the relationship between McWilliams and his sister, Courtney MC. "We grew up together, thich as thieves," he says. For the complete series of campaign images, click above.