The glossy, youthful “Expressions” capsule collection for SS18 is a representation of a time in our lives when the possibilities are endless and our impulsive reactions are reflections of our most immediate desires. To bring such a message to life, we worked with British film director, Jacob John Harmer to articulate the theme through film and photo. We took the opportunity to sit down with Harmer and briefly discuss how he went about it – and how he found the perfect couple to star in the campaign.
What was your creative approach for the Spring & Summer 2018 “Expressions” campaign?
My creative starting point for the RAINS “Expressions” campaign was based on the idea of capturing raw and uninhibited emotions. I wanted to create a lead image that felt truthful and could articulate the antithesis of a time filled with dubious propaganda. My search led me to a street cast of a young couple, photographing their love in bloom, on a rooftop in inner city London.
What’s the lead image of the campaign and why?
The lead image of the campaign is the young couple kissing each other. I would like this image to be a record of a moment the lovers can reflect on fondly, no matter how their story pans out. A documentation of that sacred, often fleeting feeling that some of us are lucky enough to have experienced and others search for always. Ultimately, an image that portrays the ability to express oneself without fear.