Wildfox makes Grandma dressing youthful… as only Wildfox could

Could there be anything more startlingly contradictory than a campaign that channels granny stereotypes – replete with bingo games, knitting needles, and grey-purple hair rinse – and yet manages to be nothing less than completely, utterly, uncompromisingly youthful?

If someone were to pull it off, it would have to be Wildfox. And while it’s maybe not as enamouring as Cintia Dicker’s Bond Girl campaign it has a certain something. It’s fun.

Wildfox resort grannys closet

Click the thumbnails for full pictures:
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13
Granny's Closet: Wildfox Resort '12/13

It’s about going to grandma’s house as a kid and using her closet for dress-ups; it’s got animal motif knits and headscarves and garden florals and slogan tees aplenty. A campaign with a sense of humour is something you can’t go past.

Shot by Mark Hunter, the campaign stars Mila De Witt and Nyasha Matanhodze. View more by clicking on the gallery.

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Some people's wardrobes are about a small selection of pieces that all fit within one aesthetic - Tania Braukamper isn't such a person. With a wardrobe that spans three different rooms, her approach to fashion is a mixture of current-season key pieces mixed with vintage finds she's sourced on innumerous shopping trips around the world's more cultured capitals. Despite a disparate approach to shopping, Tania is adamant that the key to mixing vintage with new season is to stick to key looks and colours that work for oneself. And it's a theory that she works into her writing for Fashionising.com, where she serves as the publication's Editor.