We love ideas that challenge convention (otherwise this title wouldnâ€™t exist), and Chris Fonsecaâ€™s work does just that.
Heâ€™s a dancer, choreographer and dance instructor who happens to be profoundly deaf after suffering meningitis as a child. But that didnâ€™t stop Fonseca from developing a love of dance, and itâ€™s that love that the Smirnoff Ice Electric Flavors range taps into with its latest campaign.
This hasnâ€™t been created cynically for marketing Smirnoffâ€”Fonseca has been teaching in South London, where both deaf and hearing people go to learn how to dance. He has, however, taken the idea across the Atlantic thanks to Smirnoff, and you can see his New York class for yourself on social media (check out Fonsecaâ€™s Instagram at instagram.com/cfofficial for more). Among those at one New York class were Jeremy Strong, a choreographer for Jason DeRulo, and C. J. Salvador, a dancer for Justin Bieber, notes Vibe, which attended in May.
Fonsecaâ€™s absolutely right: thereâ€™s no reason a deaf person cannot be great at dancing, and he gets his students to count the beat through vibrations, especially the bass. He further incorporates the lyrics of the song into his dance. His aim is to break barriers, and to make sure that that deaf people can do whatever they wish. â€˜[Being deaf] does not stop me from making everyday achievements,â€™ he told the BBC.
â€˜I always say to those young people not feeling body-positive to keep going, like everyday barriers, challenges, keep going: you donâ€™t know how close you are to making a breakthrough. Keep believing anything is possible. Your time is coming soon.
â€˜My motto is: dreams donâ€™t work unless you work. Dreaming, believing, and achieving.â€™
A very telling image on his Instagram shows Fonseca leading his class and on the mirror are the words, â€˜How do you know if you donâ€™t try?â€™, a term that he has hashtagged as well. Smirnoff, meanwhile, has taken more polished shots for its Ice Electric campaign, promoting its non-carbonated, plastic-bottled lineâ€”their idea is that you can take your Smirnoff drinks on to the dance floor more readily than when it was bottled in glass.
His teaching has reached the media, including a cover story for the British Deaf News, which he hashtagged as his proudest moment.
Gigi Hadid is really getting noticed this year, starring in a campaign for Stuart Weitzman launching for autumn 2016.
Shot by Mario Testino, the black-and-white campaign is, like the spring 2016 one, minimalistâ€”but this time, Hadid is not accompanied by fellow models Joan Smalls and Lily Aldridge.
The campaign, according to the company, is meant to channel ‘strength and motion’ and Testino was chosen to give the campaign an editorial feel.
It has been inspired by Hadid’s work-out regimen and shows Hadid boxing and jumping.
The campaign launches in the US, Italy, France, the UK, the UAE, Germany, Spain, and through Asia. Outdoor advertising will run in LA, New York, Milano, Paris and Hong Kong. Additional video will appear at the Stuart Weitzman website and at its boutiques.
Online retailer Swimsuitsforall, which specializes in superior, well fitting swimwear for curvy women, has launched its summer campaign, hashtagged #MySwimBody.
Modelled by Sports Illustrated 2016 Swimsuit Issue cover girl Ashley Graham, activist and model Philomena Kwao, 56-year-old silver fox Nicola Griffin, photographer and mother Jessica Lavoie, and professional athlete and Olympian Amanda Bingson, the campaign kicks off with a video, designed to make women feel empowered, removing the dread many feel when shopping for swimwear.
Swimsuitsforall wants to encourage women to share a photo of themselves on social media with the #MySwimBody hashtag, proudly showing off their curves, challenge a friend to do the sameâ€”with the aim of having 10,000 women take up the cause, regardless of their shape, age or size.
Graham said in a release, ‘I love bikini season, and I hope the #MySwimBody movement helps every woman feel confident and sexy this summer. I’ll be sharing selfies of my swim body all season long and hope that women across the country feel inspired to do the same.
â€˜Beauty is beyond size, and we are calling on women everywhere to embrace their curves, especially at the beach or by the pool.’
â€˜This is the summer of #MySwimBody, when we are encouraging all women to let go of their inhibitions and lose the cover up at the beach,’ said Moshe Laniado, CEO and president of Swimsuitsforall. ‘Swimsuitsforall celebrates all different body types and we’re so proud to once again be leading a movement that inspires women everywhere to feel confident and comfortable in a swimsuit this summer.’
Karlie Kloss, who has endorsed brands as diverse as Lindex and Victoriaâ€™s Secret, will helm the Topshop springâ€“summer 2016 campaign, which launches globally today.
The campaign sees Karlie model the springâ€“summer collection in images shot in New York by London-based photographer Tyrone Lebon, styled by Topshop creative director Kate Phelan.
Phelan noted in a release, â€˜It is thrilling to have Karlie back, eight years after her first modelling job and first Topshop campaign alongside Jourdan Dunn. She is the ultimate Topshop girl and modern superâ€”a world-renowned fashion figure, businesswoman, entrepreneur and philanthropist who will resonate with our global customers through her many talents, ambitions and passions.â€™
Among the Chicago-born, St Louis-based modelâ€™s ventures are Karlieâ€™s Kookies, a range of gluten-free cookies launched with chef Christina Tosi, with some proceeds to underprivileged children and young American fashion designers, and Kode with Karlie, which funds 21 girls from 11 US states to take full-time software engineering courses.
Kloss has also modelled on 34 Vogue covers and campaigns for Dior and Marc Jacobs.
On her first Topshop campaign, Kloss recalled, â€˜One of my first modelling jobs was my Topshop campaign eight years ago. My grandmother brought me over from St Louis. I was young and shy and super nervous to be on set of Topshop. Luckily I was shooting with Jourdan Dunn and we became overnight best friends. I think she had me in stitches the whole time we were shooting.â€™