There is immense satisfaction to be had watching months of designing, sampling and testing materialize into one unified creative vision. Nothing brings a collection to life more so than an opportunity to style it, so we couldn’t contain our excitement shooting our SS16 collection this week!
On Nick’s recent trip to Baha, Mexico, we were inspired by the dramatic beauty of the local sand-dunes and wanted to incorporate this into the campaign, albeit with a typically British twist to reflect our “Made in Britain” ethos. It was decided we needed a breathtakingly beautiful British beach. Admittedly Britain’s beaches may not have the weather to rival Mexico’s (and we certainly played pot-luck on this one), but the rolling sandscape of Porthmadog, North Wales, provided the ideal contrast between sand and sea that we were looking for. Add the sensational Welsh mountain backdrop into the mix and well, we couldn’t have been more sold on the idea.
Luckily for us, the weather held up and an otherwise painful 6.30am start became a myriad of beautiful golden tones. We are delighted to be working with the talented Finn Beales on the campaign, an award-winning photographer and director based in the Black Mountains of Wales. Characterised by his cinematic style, he’s an utmost professional with an impressive social following (we recommend you check out his incredible Instagram feed here).
We also had the pleasure of working with the innovative Tom Leeper, the man behind Get-Up-And-Garb, an independent creative director and stylist on the shoot. We won’t give too much away regarding the collection just yet – but we promise big things. The main man was Joe Moreline, from Select Model Management, who has been modelling for over ten years. We felt that Joe had just the look that we had envisaged, channeling the quintessential British man.
All in all, a great success! Needless to say, we cannot wait to share the final product.