BLOW Campaign
I Named It BLOW on Purpose
Yes, it's an Antonioni reference. Yes, I'm that person.
Blow-Up is a 1966 film by Michelangelo Antonioni about a fashion photographer in London who may or may not have witnessed a murder. It's a film about the gap between what you see and what's actually there. About the way images lie and tell the truth simultaneously.
I thought about that a lot while building the BLOW campaign.
The shoot was in Berlin. Real locations. Real light. The kind of rough-surface, heavy-history environments that make a well-made garment look like it's holding its own against the world — because it is.
The Babylon Duffle is the constant. It appears in every one of the five “Culture of Carrying” covers: Napoleon's era, Joan of Arc's era, the Thornhill world, the Three Wishes story, and BLOW. One bag. Five completely different centuries and moods. The bag never breaks character.
That's the fashion argument: an object with enough integrity travels through any world you put it in.
Antonioni understood that about images. I understand it about objects. BLOW is where those two things met.
