Jil Sander creative duo Lucie and Luke Meier are no strangers to the Alpine surrounding, the same served as a strong inspiration for their Fall Winter 2021 collection as well as the campaign. The designer duo ventured to Zermatt in the Swiss Alps to shoot the Fall Winter 2021 Jil Sander+ campaign with photographer Nikki McClarron.
Zermatt, Swiss Alps. A world, a landscape, a life Lucie and Luke Meier know well. They grew up exploring these mountains; hiking, skiing, snowboarding. Lucie’s family is based here, in Zum See, a short walk up the mountain from the village. An exemplary place, where human presence, and the architecture, can only exist according to a deep understanding of nature. Balance and awareness are essential. This is the meaning of the new Jil Sander+ collection. – shares Jil Sander team
Jil Sander+ collection pays special attention to the garment selection, the creative directors and the team wanted a winter-ready collection with an appealing look infusing the label’s dna. Jil Sander+ collection is crafted as highly functional for life in nature.
“Lucie and Luke have asked talented British photographer Nikki McClarron to capture these spaces, these designs, with her sensitivity for dramatic landscapes and her use of natural light. For the way in which she harmoniously melts figures and background. Rocks, houses, the white of snow, wood, flora, humans, the geography of a mountain, smooth and rough, the light of a valley, the shimmering on a peak. Nature makes us all equal,” adds Jil Sander team.
Discover more from the Fall Winter 2021 Jil Sander+ campaign: