The innovative Mackintosh fabric, invented in 1823, laid the foundations for a British brand that would place modernity, simplicity and sophistication at the heart of all its creative endeavours.
My role, nearly two century’s later, was to communicate the modern ambition of the brand by creating a visual language for their contemporary collections. Through photography, we were to express the timeless nature of the product while exploring the growing confidence of the brand itself.
—Clarity Of Message
The commercial realities of this medium-sized business, dictated that we worked with just two models and that the shoot was entirely studio-based. However, it was these very limitations that were to inspire a refinement of the message; the resulting shoot delivered a refreshing visual simplicity that explored stark, but dynamic, silhouettes.
The new approach stimulated renewed interest in the brand from designers, editors, stylists and buyers within the fashion industry.