“Heaven to be able to work in the water.”
. But the model’s latest Instagram takes us back to BC , where creativity was not at the mercy of precariously placed iPhones and WiFi.four striking images from her Calvin Klein swimwear campaign, in which she models the brand’s new bikinis and one-pieces underwater. Shot by Charlotte Wales and styled by Clare Byrne a year ago at an undisclosed pool location, Bella told her 30 million followers that it was “heaven to be able to work in the water.
The series of behind-the-scenes shots show Bella and Wales in the pool, alongside members of the art direction and production team. The gang of grips, lighting technicians, hair and make-up artists, and runners looks like another lifetime ago, when social-distancing and sanitizing wasn’t a primary focus of group gatherings. The celebratory group shots look almost like an alien proposition.
Although there are still question marks hovering over campaigns in the wake of COVID-19, the Calvin Klein swimwear campaign is a reminder that creatives won’t always be working from laptops in disparate pockets of the globe. It is, however, up to influential people, including Bella, and big-name brands, such as Calvin Klein, to help redefine the new normal. One where the ecological impact of shoots is at the forefront of decisions made about the location, crew, and cost.
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