NEED Supply Co. Debuts Fall 2017 Campaign "From The Darkness Of My Heart"

NEED Supply Co. Debuts Fall 2017 Campaign "From The Darkness Of My Heart"

... And it is everything you would expect it to be.

... And it is everything you would expect it to be.

Text: Cassidy Morrison

Since 1996, NEED Supply has been creating and curating the best pieces from designers who inspire. The store began as a retailer for vintage Levis, and has grown rapidly since then. Today, the store features the designers you already love, as well as designers you’re bound to fall in love with.

The Fall/Winter 2017 campaign, in quintessential NEED Supply fashion, captures the laid-back cool of the pieces, coupled with the razor-sharp curatorial focus of the retailer. Each piece featured in the campaign looks like it belongs there; like the model wearing it brought it to the shoot from home. And maybe that’s the whole point.

NEED Supply aims to offer pieces for everyday wear, to improve the wearer’s everyday life. Whether it’s a favorite veteran designer, or a promising up-and-comer, NEED Supply seeks to create an experience through fashion. To point the consumer to a new look, or introduce him or her to a new label.

The campaign is moody and nuanced. Alongside models wearing select pieces are grainy shots of palm trees and clouds against a brilliant sky, each with time stamps. The shots of the models appear furtive, as if the photographer meant to catch them off guard and unaware. Alongside grainy imagery of scenery that looks straight out of an early Lana Del Rey music video, are black and white photos of the models who sit slumped against a wall or lie prone across a bed. Each model looks pensive yet fully present and, most of all, comfortable.

The models look comfortable, which means NEED Supply is doing what it set out to do. Not only does the store cater to the fashion savvy, but also the effortlessly chic; the fearless and blasé. Each model captures the air of contemplative reflection, while the pieces chosen for the campaign help the photos maintain some aura of playfulness and purpose. The two elements, the clothes and those wearing them, offset each other perfectly.

NEED Supply does not take itself too seriously to the point of becoming sanctimonious about fashion or its dos and don’ts. The store, as they so aptly put it, is meant to have a tangible effect of people’s everyday lives. The pieces that are so carefully chosen are of course meant to be stylish and beautiful. But more than that, they are suppose to open up a line of dialog about what fashion is, whether that means learning about a new designer or introducing oneself to a new silhouette that otherwise would have gone unnoticed. NEED Supply, with its ever-growing collections and this Fall/Winter campaign, put character into the clothes. All they need now is someone daring enough to try something new.

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