Brandon Maxwell’s 81-Year-Old Mammaw Is the Star of His Fall 2018 Ad Campaign

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.

More of our Fall/Winter 2018 Campaign image series, starring my Mammaw. Shot on her front porch in Longview, Texas wearing our cashmere drape collar coat and knot bracelets. This campaign was shot solely on film, with no digital equipment. We had one shot to take an authentic photo, and a hope that it would turn out. No easy feat and one which requires quite a bit of preparation and dedication, so thank you to every member of our team who encouraged and supported that process which ultimately made this moment more true for me. Full link to film via link in bio, insta stories, and IGTV. Photography: @brandonmaxwell & @wonderfulboy Set Design: @rae_cur_ree Make-up: @kristinlroberts for @maccosmetics Photography Assistants: @lynnebowmancravens and @philkline Art Director: @linamw Post Production: @velem Executive Producer: Brandon Maxwell Studio Producer: @laurenpistoia #mammaw #brandonmaxwell

A post shared by Brandon Maxwell (@brandonmaxwell) on Aug 16, 2018 at 8:57am PDT

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.”

This was not part of our regularly scheduled programming but I felt that the ball skirt needed an extra moment! Shot in her backyard in Longview, Texas wearing our classic skoal can tee and crystal embroidered tulle ball skirt, this is one in a series of images from our Fall/Winter 2018 Campaign starring my Mammaw. This campaign was shot solely on film, with no digital equipment. We had one shot to take an authentic photo, and a hope that it would turn out. No easy feat and one which requires quite a bit of preparation and dedication, so thank you to every member of our team who encouraged and supported that process which ultimately made this moment more true for me. Full link to film via link in bio, insta stories, and IGTV. Photography: @brandonmaxwell & @wonderfulboy Set Design: @rae_cur_ree Make-up: @kristinlroberts for @maccosmetics Photography Assistants: @lynnebowmancravens and @philkline Art Director: @linamw Post Production: @velem Executive Producer: Brandon Maxwell Studio Producer: @laurenpistoia #mammaw #brandonmaxwell

A post shared by Brandon Maxwell (@brandonmaxwell) on Aug 16, 2018 at 7:17am PDT

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:

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