Tilda, Queen of Scots
One of the best things about the beginning of the year is reviewing all of the big labels' advertising campaigns. One of my favorites is this Pringle of Scotland video. Styled by Clare Waight Keller, the brand's creative director, it stars the incomparable Tilda Swinton. Ryan McGinley photographed and filmed the Academy Award winner in the wilds of Scotland. Although it shows little of the label's S2010 Collection, the mix of history, heritage and the natural beauty of the landscape come together to create an atmospheric mood that perfectly positions the brand. The collaboration marks the start of a series of projects in which Pringle of Scotland is working to promote Scottish talent in the domains of visual arts, design and architecture. "We described our film to each other. Ryan talked of caves, I talked of Robert Bresson. He of a highland castle, me of highland woods," explains Swinton. "It was all about the process: we set ourselves a series of challenges. Only one day - running in a difficult dress, climbing a steep hill, squeezing through a tiny window, crawling through a cave on my hands and knees, diving into the northern sea."