Cushnie et Ochs S/S 2012 : Milou van Groesen by Hugh Lippe - the Fashion Spot
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Cushnie et Ochs S/S 2012 : Milou van Groesen by Hugh Lippe
A exclusive first look: Cushnie et Ochs S/S 12 Campaign

Since the debut of their eponymous label, Carly Cushnie and Michelle Ochs’ have carefully honed a look that could be described as tough girl with a heart of gold. Dark colors and sharp silhouettes feature regularly, but they are underscored by refined tailoring and a wry sense of humor that sneaks into every collection. Spring saw the duo entering softer territory: citing Mad Men’s shotgun wielding housewife Betty Draper as an influence, while crafting a sleek series of body conscious dresses that proved you can show a little sweetness while maintaining edge. You can’t help but stare at the Cushnie et Ochs girl, but you know better than to mess with her.

It is fitting then that the brand’s S/S 12 imagery veers towards danger. Launching exclusively in MDX, the campaign features a pompadoured Milou van Groesen posing up a storm as flames rise from beneath her. Photographer Hugh Lippe and stylist Keegan Singh create a starkly beautiful showcase for the line’s candy colored sheaths and geometric detailing, while Milou is the proverbial girl who played with fire. The images are simple, striking and all about the mood created by those incredible dresses; take your first look at Cushnie et Ochs S/S 12 only in MDX.

Cushnie et Ochs S/S 12 Campaign, starring Milou Van Groesen, shot by Hugh Lippe and styled by Keegan Singh

All photos courtesy of Cushnie et Ochs for


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The collection looked so tacky on the runway. But it photographs well, surprisingly. I could however do without the cheap flame effects.

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Terrible model choice.

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I think it looks descent. She's doing a good job at selling the clothes, and thats all that matters, right?

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Looks more like a lookbook than a proper campaign to me. Would ignore this if I saw it n a magazine.

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the pink shot is the only one i am loving, but i do enjoy the fire effect

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The whole triangle hipster whatever that is thing is so over done and just reads as tacky to me these days which is unfortunate for the collection, it could look better than it does here if it were done in a softer toned done way.
And better choice of a model, it doesn't set a good example. And yes it does look like a lookbook too!
ahh im having a few issues with this one sorry :/
But I do like one of the white dresses

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I really loved this (Simplicity move me)

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Love the triangle, but the model looks bare - she needs some accessories.

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looks like a lookbook for me...

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