In February, Raf Simons presented his Fall 2018 collection in New York titled "Youth In Motion" and it started quite a buzz due to its theme: drugs. It's both a departure from and as an extension of his previous ad campaign for Spring 2018. The imagery, then, was inspired by New York City's Chinatown neighborhood but both feature model and Simons muse, Luca Lemaire.
Photographed by Willy Vanderperre, the new set of images place Lemaire alongside colorful flower arrangements accessorized with some drug paraphernalia easter eggs. If you look closely, you'll see dime bags, rolled up dollar bills, and banana peels. It's like a narcotic-infused Where's Waldo!
The theme of the campaign doesn't veer too off from the collection itself which is said to be inspired by Drugs, a tragicomic play by Cookie Mueller and Glenn O’Brien about a couple's entanglements with stimulants during the 60s to the 80s. Simons's Fall 2001 collection titled "Riot, Riot, Riot" also proved to be of influence as well.
See all the campaign images below.