It’s nice when fashion does something new. Even when it’s just a little new. The SS19 campaign for TopShop isn’t going to make creatives gasp in awe, but it is likely to make your women feel great about themselves – without telling women they need to feel great about themselves.
That delicate balance was achieved by TopShop’s in-house creatives and Compulsory director, Taz Tron Delix.
The campaign is called Fit In Stand Out. And while brands like Diesel went to the outer edge of individuality to make a similar statement, TopShop is keeping it real. In the campaign, five very different women talk about what makes them stand out from the crowd and relate the personal experiences that have made them who they are – while also injecting a bit of applause for TopShop denim without ruining the mood.
While fashion brands tend to focus on the clothes and superimpose a story (if there is one) on top of that, this film’s focus is primarily on who the people are rather than what they’re wearing.
Delix opted for a minimalist white set and limited props, relying on his signature rotating camera movements and intimate portraits to present an interesting perspective into the people behind the clothes.
Working with DOP, Ruben Woodin Dechamps, Delix shot on multiple formats including 16mm film. This was not just an aesthetic decision but a practical one, enabling him to underline the unique quirks and natural personalities of each of the women in the film, in accordance with TopShop’s creative brief.
Production Company: Compulsory
Director: Taz Tron Delix
Executive Producer: Kadri Mahmoud
1st AD: Ty Hack
2nd AD: Jonny Pickup
DOP: Ruben Woodin Dechamps
Focus Puller: Rich Savage
Clapper Loader: Cameron Axsel
Camera Trainee: Rachel Wood
Steadicam: James Burgess
Gaffer: Greg Krzeszowiec
Electrician: Simon Mills & Dan Cloake
Sound Recordist: Danny Spiers
Colourist: Alex Gregory @ The Mill
Head of Creative: Pandora Lennard