Against the backdrop of hazy Americana, Lou & Grey’s latest muse Ana Kraš stars in Marfa, an ode to the Lone Star state directed by British filmmaker Tom Craig and co-director Hopi Allard. After debuting earlier this year with a campaign fronted by illustrator and great granddaughter of Ernest Hemingway, Langley Fox, this season the label enlisted Serbian-born Kraš for an instinctive flair that has seen her traverse furniture design and photography. The now New York-based beauty also contributed to the label’s online magazine, The Ampersand, including a personal photo diary from the shoot. Journeying to Marfa, Texas, Craig looked to the city’s cinematic vistas for inspiration for the film, which features the fall collection of boyish silhouettes in a stripped-back palette. “We were interested in the wild, wide open spaces that surrounded the town,” says the director, whose evocative documentary photography has been featured in Vanity Fair, Esquire and Vogue Japan. “The desert does strange things to you after a while.” Shooting from dusk until dawn, the team set up base at the El Paisano Hotel—where Elizabeth Taylor and James Dean stayed while filming the 1956 classic Giant—finishing off the day by knocking back local tequila. “We went down to the prairie for our last shot; the sky turned black like the opening scene of The Wizard of Oz,” says Craig of the notorious enclave and creative catalyst for artists such as Larry Clark and Donald Judd. “It was the perfect end.”

The Lou & Grey Fall 2014 collection launches in store and via louandgrey.com August 4.