Cushnie et Ochs ss12 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 models.com