GoSee CREATIVES TO WATCH : Jristian Cruz Limsico, Consulting Creative Director at KARL LAGERFELD, presents the F/W ‘24 campaign ‘HOW DO YOU DEFINE AN ICON?’ featuring talents Raya Martigny, Kat Q, and Calum Harper
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Jristian Cruz Limsico, Global Creative Director and Brand Consultant at KARL LAGERFELD, presents the F/W campaign photographed by Chris Colls here on GoSee.
Titled ‘HOW DO YOU DEFINE AN ICON?’, the campaign emphasizes Karl Lagerfeld's enigmatic personality, which continues to resonate in the fashion world and beyond. The imagery captures the essence of the brand and explores the contrasts Lagerfeld loved: black and white, minimalism and high impact.
The campaign features social media and TikTok star Calum Harper, actress and activist Raya Martigny, and fashion muse Kat Q. Each shares what the word ‘iconic’ means to them – for Calum, it’s expressive, for Raya, it’s resilient, and for Kat, it’s legendary. The campaign also showcases model and former ballet dancer Alyda Grace.
Under the creative direction of Jristian Cruz Limsico, the brand identity of KARL LAGERFELD is continuously evolving. With extensive expertise in marketing communication and visual concepts, he and his team create captivating stories that resonate with audiences and strengthen the prestigious position of the brand. A native Australian, he began his career as an art director for GQ and VOGUE Australia. He spent many years as the art director at TOMMY HILFIGER and then another six years at PVH Corp., where he served as the creative director for Tommy Hilfiger Global and Calvin Klein Europe.
GoSee: How did you visually balance Karl Lagerfeld’s iconic contrasts (like black and white, minimalism versus high impact) with the unique personalities of the models?
Jristian Cruz Limsico: Karl Lagerfeld was a master of visually balancing contrasts in his designs, often using black and white as a foundational palette to create impactful looks and collections. This duality allowed him to emphasize the minimalism of his fashion while still making a high-impact statement.
We approached casting the same way Karl Lagerfeld played with contrast in his designs. The collection itself was quintessential monochromatic with pieces that blend Parisian-chic sophistication with modern sensibility based on the brands rich archives, which when teamed with these incredible personalities, the resilient Raya Martigny, Kat Q with her discerning eye, and the adorable Callum Harper – makes for such a statement. The Karl Lagerfeld team along with our stylist Samia Giobellina handpicked silhouettes that match their personal style. The clothes are not just worn, but become a lived experience celebrating the individuality of our talent.
How does the choice of models, with their diverse backgrounds and personalities, reflect the vision of the KARL LAGERFELD brand?
Jristian Cruz Limsico: Karl Lagerfeld championed the concept of individuality and self-expression, and the brand’s mission is to honor and perpetuate that rich legacy. My team and I dedicated ourselves to curating diverse talent who really own their narrative. They each embody distinct qualities and exude self awareness as opposed to faux confidence. It’s thought like this in the process that makes for an homage to Lagerfeld. This methodology embodies his spirit while aligning with Karl Lagerfelds’s core values. This is very important to the house – that we work in a way that keeps with his thinking. Diversity isn’t just about representing different backgrounds, it’s also a chance to showcase underground perspectives. By doing this, we create a powerful dialogue that reflects who Lagerfeld in essence was – a visionary who believed in the power of personal stories and the beauty of authenticity.
The campaign focuses on personal definitions of the word ‘iconic’. How does this complexity shape the brand's evolution in today’s fashion world?
Jristian Cruz Limsico: As fashion is shifting towards inclusivity and individual expression, which means we can resonate with a broader audience by embracing diverse interpretations of what makes something iconic. The idea of "iconic" is no longer limited to a singular vision but instead encompasses a range of styles, influences, and cultural backgrounds. This versatility allows the Karl Lagerfeld brand to experiment and build collections with diverse consumer tastes in mind. All the while maintaining the signature aesthetic associated with the ICONIC man, Karl Lagerfeld.
Today’s fashion consumers increasingly value authenticity and personal style over traditional notions of luxury. By aligning it with the unique perspectives of individuals, the Karl Lagerfeld brand can remain relevant and aspirational. This shift emphasizes how the brand can empower consumers to define their own iconic looks, aligning with their own expression of self-identity. What we want to do is acknowledge the complex, varied definitions of ‘iconic’, while navigating an evolving fashion landscape, ensuring its relevance while honoring its illustrious history. We want the Karl Lagerfeld brand to thrive in a world where personal expression and inclusivity are at the forefront.
What was it like to work with such a renowned photographer like Chris Colls, and how did his artistic vision influence the final result of the campaign?
Jristian Cruz Limsico: Chris and I have worked together several times in the past. His ability to blend contemporary aesthetics with a cinematic feel, brings such a unique dimension to his images and to this campaign. Chris promotes a strong synergy between fashion and photography. His ability to experiment with angles, settings, and poses helps craft a visually striking set of images that reflect the spirit of the Karl Lagerfeld brand. The final result reflects a blend of Chris’ vision and Lagerfeld’s timeless aesthetic. Much more than advertisements, the images are artistic statements that celebrate both high fashion and the uniqueness of the individual, affirming the brand’s commitment to personal definitions of style.
GoSee karllagerfeld.com & jristianlimsico.com
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