Brandon Maxwell employs the power of nostalgia and family ties with the debut of his Fall 2018 campaign. Starring his maternal grandmother Louise Johnson, affectionately known as “Mammaw”, the eighty-one-year-old matriarch is directed in campaign stills and video by Brandon Maxwell and Jessy Price. The video, a combination of archival imagery and recent footage gives homage to Mammaw, her influence on Brandon and their hometown of Longview, Texas.
“My life in fashion was very much informed by and as a result of my relationship with my grandmother. I’ve spoken endlessly about having grown up in a clothing store with her and the effect that had on me as a young child, which ultimately led me on my career path. Beyond our shared interests there is also a deep and never-ending love between us that has sustained me throughout my life. I am proud to have created this legacy project that immortalizes our relationship. This film and series of photographs is, as always, an invitation to our customers into my life: past and present.”
A young Brandon appears throughout the footage capturing the middle of Mammaw’s career as a buyer at the luxury women’s boutique Riffs in Longview. It is clear what a significant impact his grandmother had on his life, with the juxtaposition of shots from her fashion shows for the boutique set against Brandon’s Fall 2018 runway show. The campaign ends with Mammaw wearing Fall 2018 looks with visual cues taken from the FW18 fashion show.
Brandon Maxwell continues his love letter to women with this glimpse into his personal archive and the genesis of his design journey. Strong women are the foundation of his collection and will continue to inspire him for seasons to come.