Modcloth Highlights Nonconformism in Latest Campaign

Modcloth today launches a campaign themed “Against the Current” to highlight its diverse customer base and the brand’s inclusive philosophy. The cast of four featured in the campaign were chosen for their nonconformist attitude and unconventional looks or style, and includes singer-songwriter Halsey; “Crazy Rich Asians”‘s Awkwafina; Dascha Polanco of “Russian Doll” and Hari Nef of “You,” with each woman seen battling natural elements — earth, wind, water and fire. Each woman fights against the current of a specific element. Halsey, who tries to duck the rain with a folded newspaper over her head, is plunged into an elemental round pool, while Awkwafina fights mightily against gusting wind, holding on to a New York signpost with her hands as her legs and body are lifted off the ground. Polanco is engulfed in flames. The grass under Nef’s feet separates like a jigsaw puzzle breaking apart, leaving her in a huge dirt pit from which she tosses out stones. A documentary on Modcloth.com that offers a behind-the-scenes look at the making of the campaign features interviews with each woman. Listening to them, they sound like a band of enthusiastic outcasts spreading their nonconformist messages. Photographer and filmmaker Alex Prager directed Modcloth‘s new creative. Halsey says

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