covid fashion campaigns
Image courtesy G. Label

All the Family Fashion Collabs Taking Place at Home During Covid

Here's how Kate Moss, Gabriela Hearst and Gwyneth Paltrow got their families involved in their latest projects.

For the past few months, everything’s been on pause due to coronavirus lockdowns around the world. But fashion brands are coming up with inventive ways to showcase their latest collections, shot at home during quarantine and often featuring the designers themselves as models. Here, some of the recent fashion campaigns that came together during Covid lockdown.

G. Label
The July collection from Goop’s in-house brand G. Label is modelled by a very familiar face—Gwyneth Paltrow herself. With her daughter Apple playing stand-in model and husband Brad Falchuk playing photographer, the summer photoshoot out in the Hamptons was truly a family affair. Of the denim looks modelled by her and her daughter, Paltrow says: “We made both of these retro styles out of vintage-soft denim that’s got a bit of stretch but still holds you in. The jeans are ’90s, the skirt is straight out of the ’70s, and the looks are as enduring as it gets. Heels, sandals, or barefoot like my daughter, Apple—you can wear them with anything.”

covid fashion campaigns
Image courtesy G. Label

Gabriela Hearst
Born in Uruguay to a sixth-generation family of ranchers, Gabriela Hearst is quite at home around horses. No wonder, then, that for a video featuring her Resort 2021 collection—shot in quarantine—she and her sister Magdalena modelled her brand’s minimalist designs while riding horses out in the desert. Shot by Zoe Ghertner, the video features the sisters in flowing dresses and wide-leg trousers, riding bareback under clear blue skies.

Miu Miu
For Italian brand Miu Miu’s Fall 2020 campaign, designer Miuccia Prada called up some of her famous friends. Partially shot before and partially during the coronavirus lockdown, the campaign features backstage imagery from the runway show captured by Gigi Hadid and Liz Collins, while Katie Grand helped Kate Moss style the season’s looks on her daughter Lila, who was then photographed by Moss’ partner Nikolai von Bismarck on his Polaroid camera. Photographers Steve Mackey, Douglas Irvine and Amber Pinkerton also contributed to the campaign, with the varied imagery coming together along with hand-drawn illustrations (by Anthony Turner, Luella Bartley, Silvia Prada and Chantal Stracey) as a series of eclectic collages.

For another elaborate at-home family photoshoot, check out the editorial shot by photographer Chris Nicholls featuring his whole family as models, in FASHION’s Summer 2020 issue.

More Style