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So far… It’s a masterpiece. This statement by Julia Fox when asked about her upcoming book resounds stronger than ever in Camper’s F/W 2023 campaign. Reworded ironically as Fail/Winter, the campaign stars the most talked-about New Yorker and fashion icon as well as dancer German Louvet, designer Bonnie Miller, and model Naounah, and explores the bright side of failing.

They say there’s always a silver lining… But it doesn’t look like it when we fail miserably in something we want to accomplish. In a less philosophical fashion, we also feel dreadful when we embarrass ourselves in public, hoping that nobody around has seen ‘it’ (whatever that ‘it’ is) and make us cringe even harder. Photographer Grant James-Thomas took to the streets of Paris to flip the narrative of failure in this funny campaign, where stepping on chewing gum, falling off a bike, or sitting on a recently painted public bench are not deemed ridiculous. Well, they are, but… As the meme says: Fail but make it fashion.

Arnau Salvadó
Grant James-Thomas

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