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Lee MG Tisci's Avatar
Join Date: Sep 2011
Location: Stgo.d'CHILE
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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 Ochsí 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 Menís 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 canít help but stare at the Cushnie et Ochs girl, but you know better than to mess with her.

It is fitting then that the brandís 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 lineís 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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GivenchyHomme's Avatar
Join Date: Sep 2009
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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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Marc10's Avatar
Join Date: Sep 2010
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Terrible model choice.

we are the music makers, we are the dreamers of dreams. wandering by lone sea breakers and sitting by desolate streams. world losers and world forsakers, on whom the pale moon gleams. yet we are the movers and shakers of the world for ever it seems
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Join Date: Jul 2011
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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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thejarc's Avatar
Join Date: Oct 2007
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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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Join Date: Jun 2008
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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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glossypages's Avatar
Join Date: Nov 2011
Location: Australia
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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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Fatalefashion's Avatar
Join Date: Dec 2009
Location: Brasil
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I really loved this (Simplicity move me)

Simplicity is the ultimate sophistication.
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Join Date: Jan 2008
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Love the triangle, but the model looks bare - she needs some accessories.

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fluxxx's Avatar
Join Date: Apr 2010
Location: Indonesia
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looks like a lookbook for me...

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2012, cushnie, groesen, hugh, lippe, milou, ochs, s or s, van
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