For their FW1718 campaign Ground Zero has teamed with Georgia Pendlebury, Mia Dabrowski,Florence Tetier and Ethan Assouline. The collection is based on the concept of speed and how to show another vision of it, a reminiscence of the two brothers catching a bus at midnight in the early 90s. The silhouette speaks to the movement of the clothing when they were running. The asian symbolic is always present in Ground zero too, they wanted to explore the roots of the brand but also combine it with a piece of their culture : martial arts.
The campaign pictures and videos have been shot in Senegal, Africa, with street casted models. Georgia and Mia both wanted to do this serie since some time now, by seeing the boys in the evening practicing karate on the secluted beaches. Ground zero has sticked perfectly to the idea. They went to Senegal to find that contrast, shooting in gigantic stone pits, lagoons; moving from Thies to Mbodiène playing senegalese hits in the middle of the desert. The aesthetic of martial art communicates its influences no where more clearly than in a total decontextualizing place. Like 2001 : « the space odysee » they wanted to create a new object that had a link with Ground Zero's origin's, yet suggested a sort of absurd feeling. This is maybe the DNA of the brand, starting from a piece of the designer's culture, and re-interpreting it.
GROUND ZERO FW1718 VIDEO DIRECTED by ETHAN ASSOULINE / Courtesy PR