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Live Streaming... The F/W 2025.26 Fashion Shows
wwd.comSpring 2016 was the 10th anniversary of Phillip Lim’s 3.1 Phillip Lim label. If the anniversary fashion show, titled “Stop and Smell the Flowers,” and the surge of press surrounding it feel like ages ago now, it’s not quite done. There’s still the spring campaign. Lim worked with photographer Viviane Sassen for the third season, traveling to a distant city (the past two campaigns were shot in Morocco and Bhutan) with a skeleton crew to capture the local culture without too much staging and casting. In fact, the only model cast was Liya Kebede, who took Lim and crew to her hometown of Addis Ababa, Ethiopia, where she led a shoot filled with locals and her own family.
For the Spring 2016 advertising campaign, we continued our collaboration with photographer, Viviane Sassen, creating artful, unexpected images that “romance reality” rather than escape from it. For the third consecutive season, we accomplished this with a minimal team - a photographer, an assistant, a producer, a model and Phillip Lim - on the streets of a global city shooting spontaneous, real moments.
This season, we pushed the boundaries even further by asking a world-renowned model to join us in this guerilla affair; we asked her to do this in her home country with her actual family. Here is the nature of our appeal:
“The Spring 2016 advertising campaign marks the continuation of our 10 Year Anniversary celebration where our message is one of humble gratitude, a reminder to appreciate the simple moments and to ‘Stop and Smell the Flowers’. To us, there is no other moment more special or more universal than that of coming home to family. We would like to shoot you in your home country with your real family. You’ve been shot by the world’s best photographers, by the most luxurious brands in the world, but we are sure you have never been asked to be part of a fashion campaign this intimate, this raw and this authentic before.”
The model is Liya Kebede and her home town is Addis Ababa, Ethiopia, where she grew up with her four brothers and where her parents still live. Liya is also passionately devoted to her role as a maternal health advocate. We are enormously grateful to Liya and her family for being part of this special moment and welcoming us to their home.