The Spring Summer 23 collection campaign aims to capture the enduring appeal of one of the most celebrated venues in the history of nightclubbing. Inspired by the pure kinetic energy in between those four walls of The Haçienda, this dynamic campaign is meant to feel like snapshots of a hot, sweaty, but ultimately, euphoric night of dancing.
Read more about the nightclub that changed Britain, here.
The talent is shot close together in groups, edges of energised bodies just out of frame, giving the illusion of a packed out nightclub whilst each style from the collection has its own moment within the scene.
Shot by cultural provocateur and world-renowned photographer Rankin, who exploded onto the scene in the 90s with his irreverent style and way of capturing youth culture in its most evocative form. He co-founded legendary British fashion magazine Dazed and Confused in 1991 with Jefferson Hack, changing the face of publishing by showcasing the best of Britart and Britpop with a fiercely youth-driven ethic. He also independently publishes the similarly renowned biannual Hunger Magazine.
The campaign film was shot on smartphone, providing high-octane, energetic coverage which switches between third and first person viewpoints. Shooting this way puts the audience right into the fray, as if you’re jostling for your space on the dancefloor.
‘A Night at The Haçienda’
All photography and video shot by Rankin at his own studio ‘RANKIN CREATIVE’ in London. rankin.co.uk