Jil Sander+ Finds A Serene Sweetspot In New Campaign

The Jil Sander aesthetic cleanses basic conventions to distinguish elegant, pure and innovative qualities from routine understanding. It heightens these characteristics by, that word again, cleansing preconceptions about surface decoration or textile hybridisations to elevate with austerity. Clean meets modernity for future austerity at Jil Sander. Jil Sander + takes this synthesis further, hurtling into territories where utility is vital. Jil Sander + takes the Jil Sander research and innovative know-how to distill a modular, rational mood in nature. For its S/S 24 campaign this season, Jil Sander + locates its balance in the sounds of silence.

Devon-born British photographer Nikki McClarron shoots, narrates really, stillness in motion by framing landscape scenes against purposeful gestures-in-wearing JS+ high functioning outdoors garments. McClarron balances personality and atmospheric conditions that communicate an decidedly intimate austerity, a big Jil Sander quality, unifying Jil Sander pragmatism with an acceptance of the twisting whims around environmental conditions.

Elegance is achieved within this balance. Nature elevates Jil Sander + functional garments, which merge versatility to perform capably against adverse conditions while providing comfort and keeping the rational innovation Jil Sander is known for intact. An added bonus here comes from McClarron’s own aesthetic vision that documents the rhythm of nature, the beauty of the unpredictable and a harmonic ecosystem. The Jil Sander personal story continues with McClarron’s assured lens by reflections on colour, texture and environment. The ‘plus’ is for our eyes, which get to observe with pleasure.