For his Fall 2018 campaign, designer Brandon Maxwell decided to cast a model who was near and dear to his heart: his grandmother. Known affectionately as Mammaw, 81-year-old Louise Johnson was shot in various locations throughout her home in Longview, Texas for a series of images and video.
Maxwell chose his Mammaw as the model for his campaign to pay homage to her for inspiring him to get into the industry. Maxwell says he grew up with the familiarity of clothing because Johnson worked as a buyer at a local boutique. Maxwell had originally intended to feature both his grandmothers, but his paternal grandmother had already passed away before his concept came to be.
“As you go out into the world to pursue your dreams, you have to leave your family, and that’s very hard,” he told Glamour. “And you’re hoping, ultimately, that you can do something that makes them proud, that gives you a little bit of success and them a little bit of recognition. You’re always racing against the clock for that to happen, because you’re out in the world chasing your dreams and people are getting older. I felt pride and excitement that we had arrived at this point that I was able to do that, and also the immense pressure to honor her in a way that made her feel purpose.”
Choosing to shoot the campaign on film, rather than digital, each shot was captured in one take for an authentic look. The brand also released a short film containing photographs and footage that emphasize the importance of Johnson’s influence on Maxwell’s career and life.
Watch the entire campaign film below:
