In terms of combating economical uncertainty, one cannot merely sit back and wait for the money to roll in. Stepping up the game is the only way to survive and ultimately, to succeed; and that is exactly what the Cyprus-born British designer and conceptual artist Hussein Chalayan did.

For the very first time, the earth-conscious avant-garde designer unleashed an ad campaign to address his global audience through a striking set of imagery.

Hussein Chalayan‘s Fall/Winter 09.10 Ad Campaign shows a different approach from the traditional advertisement – for it is not only about selling clothes from his Fall/Winter 09.10 collection entitled "Earthbound”, but also expressing the artist‘s novel self through its conceptualisation, construction and contextualisation into today‘s world.

The designer, who has often been labelled too intellectual for the fashion world, collaborated with up-and-coming photographer Amy Troost on this special occasion.

The artists ingeniously employed techniques, such as overlay, lighting and shadow, shapes and juxtaposition of photographs, hand drawings and writings to create this astounding piece. The result is a set of images, which reflect the artist‘s signature poetic mood as well as capturing an understated timeless snippet of classic futurism – classic in terms of his aesthetics and the tailoring; futuristic in terms of his design and approach to fashion, in particular his zealous use of recycled materials, such as wood, soil, concrete and even cork in his collection.

The models selected for this campaign each possesses a unique look of her own: Iekeliene Stange, Serafima Vakulenko, Tanya Dziahileva and also the older and more Established Belgian model Ann Catherine Lacroix.

Overall, I find the effect of this easy and clean set of images astronomical. Through its crispness, it has the force and the power to influence anyone to contemplate upon global issues on broader terms and transcends past its frivolous commercial purpose.

The highlight of the campaign is ultimately the overlayed image of the starry eyed Ms. Lacroix. There is something cold, melancholy and above all, vulnerable in that utterly unforgettable image – as if through those mesmerising eyes, we are seeing mother Earth‘s desperate cry.

We were surprised to discover that the images were in fact taken backstage at the Fall/Winter 09.10 runway show – but nonetheless, how could we even utter a whisper of complaint when this is simply the definition of ”picture perfect”.

Ahhh…