I heard recently that Tilda Swinton was to front Pringle of Scotland's 2010 Spring Summer ad campaign- for both womenswear AND menswear. I have to say that the pairing didn't surprise me in the least. Swinton is renowned for having a strikingly ethereal aura and look of androgyny which makes her an ideal blank canvas to work with. I have always found her oddly fascinating- she is fiercely independent and the epitome of a strong, successful woman yet one who has achieved her success without compromising herself or conforming to any stereotypes of sexuality. A cover and spread in Another magazine (edited by Jefferson Hack) confirmed her in my opinion as a fashion maverick and figure of eternal intrigue.
I love that Pringle brought on board the American photographer Ryan McGinley to shoot the advertising stills and short movies. McGinley and Swinton collaborated on the concept which involves using the expansive landscape of Scotland as background to Swinton's enigmatic presence. As in much of McGinley's work the images feel like personal documentary- there is a sense of the viewer as voyeur to an intimate moment in which the subject embraces the natural world. Movement is another key theme in McGinley's work- other stills from the Pringle shoot show Swinton climbing through caves and over rocks; below she is shown running through the forest in an exhilarated fashion typical of McGinley's images.
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