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    Fall 2019 Campaign

    The Vision of Photographer and Director Charlotte Wales The Vision of Photographer
    and Director Charlotte Wales

    The creative force reveals her approach to shooting
    the Fall 2019 Campaign
    The creative force reveals her approach
    to shooting the Fall 2019 Campaign

    9.30.19

    Redefining Sexy

    Stuart Weitzman is reimagining how it defines sexy. That means shifting the idea of sexiness to mean something powerful. Something strong. Something confident. Something fun. Something for women, by women and to support women. Sexiness is strength in femininity.

    Nowhere is this more apparent than in the Fall 2019 Campaign, which puts this ethos on full display. It also marks the brand's first global campaign to be photographed and directed by a woman — the incredibly talented Charlotte Wales (pictured above), whose body of work has come to symbolize the idea that sexiness is no longer determined by the male gaze. Rather, her films and photography portray sexiness as a feeling that starts from within and that is defined exclusively on women’s terms.

    “I think my work has a feminine empathy to it and the subject always feels empowered,” the New York- and London-based Wales tells SW SPOTLIGHT. “As a woman today, I like to portray women in a way that I would like to be portrayed myself.”

    In fact, she's rewriting what it means to be a modern fashion photographer in general, as she can turn her vision not just into beautiful photographs but also striking, memorable films. Her unique point of view captures women in movement — feeling confident, showing empowerment and defining sexiness on their own terms — like no one else in her field, making her one of the leading talents emerging in the industry.

    On The Set Of The Fall 2019 Campaign

    When it came to shooting Kendall Jenner in the three SW Boot Camp scenes, she notes that her vision was to “create a campaign that showed strong women.”

    “Strength and power, for me, are about doing what I love and want to do, and not being afraid,” says Wales.

    This approach can particularly be seen in the series of campaign films Wales directed, which showcase the ease, fluidity and confidence with which Kendall Jenner dances in her SW boots. “We had a movement director [Danielle Polanco] on set who brought in ideas and choreographed movements and positions, which helped to convey power and energy,” she says.

    As for the striking complementary images, she says the goal was to “create poses that felt dynamic and strong to bring this feeling across in a physical way.”

    The result achieves exactly what she set out to do: It creates a visual reference of Stuart Weitzman's new definition of sexiness — strength in femininity.

    Her Creative Inspirations

    Wales, a graduate of the prestigious Central Saint Martins in London, is constantly creating work that pushes the boundaries of womanhood, yet always maintains an undercurrent of uninhibited fun and intrinsic sexiness. She has collaborated with brands such as Agent Provocateur, Calvin Klein and Louis Vuitton, and her work has also appeared in publications like British Vogue, Dazed & Confused, Pop magazine and more.

    “I find inspiration everywhere,” Wales says of her passion for the visual arts.

    “I love researching," she adds. "I’m often buying new and old books or magazines to update my reference library. I love getting fully immersed into an exciting project, engaged in the whole process, from the very start of initial ideas and researching right through to the editing, grading and post-production process.”

    Ultimately, what keeps her going is the idea of developing something new. “I take my job very seriously, but the work is not serious,” she says. “I play with the language of fashion photography. I like to try and make the set feel like a safe place for people to let loose and make the best images possible without feeling self-conscious.”

    All the while, she continues to push the cultural conversation forward with a visual language that is all her own.

    Photo Credits:

    Charlotte Wales

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