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Jil Sander Taps Wim and Donata Wenders for Fall 2018 Ads

Jil Sander Fall/Winter 2018 Advertising Campaign

FAMILY AFFAIR: Jil Sander strongly believes in power couples.

The brand, which is codesigned by Lucie and Luke Maier, has tapped Wim Wenders and his wife, photographer and artist Donata Wenders, to realize its fall 2018 campaign.

In particular, Wim Wenders, in his second collaboration with the fashion label, filmed the three-minute “Time Passing” video infused with a surreal atmosphere, while Donata Wenders shot behind-the-scene images of the short movie’s making. These will be used by for the advertising campaign hitting the September issues of international publications.

“Jil Sander designed by Lucie and [her husband] Luke has a new, unique and modern mélange of classiness and avant-garde, easygoing and haute couture, subtle elegance and defined silhouettes in all their different elements of clothing. I especially like their choice of colors, cuts and fabrics,” said Donata Wenders. “Their garments help you to live in an elegant, imaginative, natural and still somehow strict lifestyle. I tried to reflect this kind of fusion in my photographs, accompanying the latest commercial by Wim.”

Asked about working with her husband on the project, she said, “I loved to witness Wim in his element. I think he enjoyed shooting the many little episodes and creating a new way of storytelling in these spots he made for Jil Sander, especially as he had an amazing freedom to conceive, shoot and edit these little films. These miniatures are extraordinarily poetic, light, smart and playful.”

The video, which features a series of repeating scenarios where the protagonists appear wearing different outfits from the Jil Sander fall 2018 collection, will make its debut on and on the brand’s Instagram TV channel on Thursday.

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