British designer JW Anderson is crowdsourcing its upcoming SS18 campaign imagery from members of the public, with the slogan Your Picture/Our Future. Announced on social media, the call-out targets professional and amateur photographers aged 18 to 30.
“By asking for submissions in this way, it really feels like the right way to find new imagery. We have taken a chance on image-makers in the past, and we decided to do it in an even bigger way now,” Jonathan Anderson, the designer, said.
The designer stresses this is a chance to give new talent a wider platform, and help the chosen photographer develop a more distinct voice. “I felt as if we were given a chance. We were all young, new and coming through together, particularly when we launched our campaigns. It felt right to give somebody else that opportunity. Fundamentally, it is about talent giving a chance to talent —this is something I really believe in.”
To select the winner, Anderson is working with Benjamin Bruno, the brand’s creative consultant, and creative studio M/M (Paris). He also has plans to curate the submissions for a show that will take place in London.
The campaign will be launched online, in select print publications and outdoor in the style of fly-posting.