For Jill McGowan’s SS26 campaign, I returned to the white shirt that launched the brand in 1997, drawing on Jill’s roots as a Maine designer and the landscape that shaped the brand. Inspired by Jil Sander campaigns, the story pairs her signature shirting with the raw forms of the Maine coast.
Client: Jill McGowan
Role: Creative Direction, Photography, Production Styling: Clare Considine
Location: Cape Elizabeth, Maine
Year: 2026
Jill McGowan SS26
Concept
Inspired by the restraint of early Jil Sander campaigns, I wanted the imagery to feel quiet, sculptural, and distinctly Maine. The structure of Jill’s shirting was placed against weathered rock, open water, and the raw forms of the coastline, creating a dialogue between garment and landscape.
At the center of the story is the white shirt: familiar, functional, and enduring. By returning it to the landscape where the brand began, the campaign became both a reflection on Jill McGowan’s history and a contemporary interpretation of the pieces that continue to define it.
