The main attraction was inside the tunnels, where each designer held their own mini - presentation. A queue formed early to see the newest tenant of the Genius Building. In the stark 1017 Alyx 9SM tunnel, models looked ready to conquer both Berghain and K2 draped themselves on scaffolding.

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The imagery needed to feel not just like a portrait, but rather like a moment in time. We created an environment for the faces of the campaign to be comfortable in, and to express themselves in an affectionate way. I was really excited to work with Robin Wright..

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In defense of copywriters everywhere, fashioning that link bumph must have been challenging. For as well as connecting Milan and Shanghai via Seoul, New York, and Tokyo, it was also there to inter - contextualize 11 short films designed to whet our appetites for the Genius collections ahead. A few of these - including the collaborations with Alyx, two Genius newcomers, Hyke and Dingyun Zhang, plus the returning prodigal son Palm Angels, are ready to see and should be up on Runway pronto.