Feet on the ground: 3.1 Phillip Lim explores the foot behind the shoe

Amsterdam – The latest online shoe campaign for 3.1 Phillip Lim focuses not on the product, but on the foot inside the shoe.

The Foot Models campaign was conceived by Dutch artist and director duo Lernert & Sander, who are known for bringing a quirky perspective to fashion campaigns. The pair wanted to refocus on what a shoe is all about – the foot and creating a well-crafted, beautiful covering for it. 

They interviewed four foot models about how they care for their feet and about their favourite poses, and featured the audio of their interviews in black and white videos of their feet. No products were displayed in each film until the last few seconds, when the models showed off the shoes using their favourite pose.

The videos find beauty in something usually hidden and often considered an ugly body part. For more on how designers are finding inspiration in the less beautiful, see our Flawed Fashion microtrend.