You know that thing when two of your friends hit it off? That’s what’s happening right now with Petra Collins, the young visionary who shot our spring campaign, and Gucci, which hopefully needs no introduction.
Collins walked as a model in the recent Gucci show in Milan and has also been creating imagery for the legendary Italian brand. Check out her new video for Gucci above—and read our interview with Collins here.
“I guess what I do is create images for myself and for others,” says Petra Collins. “I create worlds that people can experience and, hopefully, find themselves in.” We asked the Toronto-born artist and photographer how she would describe what she does to someone who knows nothing about Simone Rocha, Balenciaga, one-shoulder tops and fashion sneakers, because in this image-saturated world, it’s getting harder and harder to convey why some pictures are evocative while others just scroll on by. So why not go straight to the source?
“I can’t say what makes my work so special, but what I can say is that I need to create with work and it comes from the bottom of my soul.”
Olivia Kim, who has long admired Petra’s work and commissioned the images you see here, put it this way: “[Her] photos capture moments that are real and honest, even when the moment is just friends hanging out talking about pimples and politics. It validates those conversations in the flash of a second. Those are sometimes our most important moments—that is modern life.”