Craig Green: The First To Use Drones In Fashion Photography

Craig Green directed a fashion shoot for his clothing line AW16; the first fashion campaign to be shot by drones. The campaign features several images of groups of models piled on top of each other, laying down on black sand.

“We were trying to think of new ways to approach things and came up with the idea of shooting with a drone instead of a photographer so it almost felt like a documentation, rather than era-specific in any way” says Craig Green

The art director was Ben Kelway and the stylist was Robbie Spencer, for Green’s 2016 fall/winter collection. The images show the models in six groups of five, covering all 30 looks of the campaign, and shot from above by the drones. This is Green’s third campaign, his first was shot by Nick Knight. His second campaign shot with friend Amy Gwatkin, featured the designer and studio members on top of ground up bones.

The models are wearing the collection some of which look like hospital gowns, cinched in at the waist. They are all loose fitting, some like pyjamas but in single army colours. The black sand creates an other worldly feel to the images and shooting from above gives an objective feel to the photographs.

“I thought there was something quite great about them looking almost like National Geographic (images) – scientific and cold in some ways, the image is so romantic of all the boys together. We wanted it to have a really dreamy, painterly feel”, says Craig Green

Green’s use of drones in this particular fashion shoot is ground breaking. More and more new technology is being introduced and used to capture images, producing creative campaigns we could have never previously imagined. The images captured by the drones create a whole new style and feel to the images, providing a whole new medium and opportunity for upcoming and aspiring photographers.