For its Fall 2013 campaign, Emporio Armani tasked a group of beautiful people with walking through an "imaginary backstage," moving the focus away from the runway and showing what it looks like when the models come off the catwalk.
But the campaign itself was shot thousands of miles away from Emporio Armani's Fall 2013 show. Photographer Craig McDean took the images in New York City, and captured Jacquelyn Jablonski, Ruby Aldridge, and Esther Heesch for the women's campaign. (Alexandre Cunha, Nils Butler, and Marlon Teixeira star in the men's ads.)
The full campaign will make its debut in this month's fashion glossies, but you can take a first look at the ads here in the gallery.
Photo courtesy of Emporio Armani