Stolen Girlfriends Club challenge fashion stereotypes with new campaign

Stolen Girlfriends Club

Stolen Girlfriends Club have launched an unexpected new campaign. Images by Derek Henderson.

Stolen Girlfriends Club launched their new handbag collection this week and the campaign is an unexpected but very welcome change from the usual fashion campaign. Engaging the talents of brand friend and collaborator Derek Henderson, Stolen Girlfriends Club wanted to showcase the sculptural aesthetic of the new collection, with a burly cast of characters to explore both the contrasts and the parallels. Stolen are well-known for their love of challenging the status quo and the campaign was the brainchild of Creative Director Marc Moore.

“The idea first came when I saw one of my friends holding his girlfriend’s handbag at a party for her, while she danced,” says Marc Moore. “He seemed awkward and didn’t know what to do with the bag, it gave me this idea for the campaign. Instead of shooting the collection on typical models I wanted to flip it and explore those moments of awkwardness. I knew Derek would capture it perfectly.”

Finding beauty in the unexpected sees this new campaign flip the fashion campaign stereotype on it’s head. Instead of offering imagery with unobtainable beauty and perfection they’ve gone for something grittier which hits the mark.

“As an outlier myself I can relate to SGC’s identity and the campaign concept,” says Derek Henderson. “I believe we can all live together in the same community but have different points of view and still get along. If everyone thought the same way and was into the same things, what a boring place it would be. Being an individual doesn’t mean you don’t or can’t understand other people’s opinions, beliefs or how they choose to live their lives. Respecting other people’s differences and cultures can enhance your life experience and make the world a better place.”

The four stars of the campaign are Rob, Marley, Colin and Brent who bring aspects of their personalities and professions to the imagery which adds to the unexpected effect. Derek shot the imagery on film using a Mamiya RZ67 Camera which adds to the realness of the campaign.

The bags themselves are inspired by the slick style of the 60’s given a rock’n’roll twist, with crocodile-effect textures and sculptural shapes utilising a modernized high-sheen leather. Each of the new bags features a heavy metal styled ‘Berate’ Stolen logo, there’s also chunky detachable chains to amp up the look. The new bags combined with the unexpected choice of models is definitely a unique take on a fashion campaign but if anyone can sell it, Stolen Girlfriends Club can.

Stolen Girlfriends Club

Images by Derek Henderson.

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