Fashion house KNWLS unveiled its PROXY 2.0 project that celebrates the sense of community, individuality, unity, as well as the familiar and fascinating faces within the brand’s universe. The projects brings together a diverse group of individuals including community members, street cast models, real-life consumers, and faces from the brand’s south London design studio. It acts as a genuine representation of the individuals who shape the brand’s present and future. This project expands on KNWLS‘ earlier quarantine-inspired photographic project released in the summer of 2020, in which the designers’ inner circle of friends each interpret the brand’s codes in their own personal way.
Fashion photographer Arnaud Lajeunie and stylist Georgia Pendlebury teamed up for the project. In charge of art direction was Christopher Simmonds, with casting direction from Gabrielle Lawrence and People-File, and production by Bellhouse Markes. Beauty is work of hair stylist Claire Grech, and makeup artist Thomas De Kluyver. Stars of the project are Alva Claire, Blythe West, Evelyn Phenix, Gabriella Jameson, Georgia Pendlebury, Gloria Fior Harcourt, Greta Spake, Laura Elizabeth Eldridge, Lena-Marie Zöchmeister, Liza Benson, Lydia Walker, Mia (Xiruo) Min, Mia Regan, Millicent Penner, Molly Robinson, Rain Robinson, Takiyah Blaize, Wendi Shen, Xen Hur, and Zoe Ellis. The models are wearing pieces spanning from the brand’s Fall Winter 2023, Spring Summer 2023 and the archive accessories – from the Claw Jacket and the Cyclo Dress, to the Harley Jeans and Halycon Leggings. Cute, strong, sophisticated, and sexy – this is KNWLS in its purest form. The PROXY 2.0 translates the spirit of the brand into a vivid visual tapestry that celebrates the individuals who proudly belong to the KNWLS universe.
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