Her approach was to try and find people doing things that were slightly off the beaten track. Hunting down independent, up-and-coming names whose looks fed into her overall aesthetic: ‘I scoured Instagram, looking for brands turning waste products into materials and working with local people. I also reached out to brands I’d admired in the past and encouraged the team and friends to pass on any names they’d discovered along the way, so I ended up with a really eclectic, organic, group of people and ideas to work with’
To discover so many brands finding better routes to design felt inspiring. These companies are really paving the way for a more transparent future, which is something we as a team believe is possible. Fashion can often be painted as a competitive space, but we’re proud to work with brands who share our values and proud to be able to celebrate and credit them too.
We’ve put together a directory so you can check out the list of brands we featured and for customers that have the catalogue we’ve included a page reference, so you can see how Gemma styled each piece — making it easier for you to recreate the looks from home! Thank you to all the brands who collaborated with us and shared their stories. It was amazing to style so much talent and to bring so many British designers into our quintessential, summer campaign. Our directory is below and if you have any more questions about the looks or styles then just get in touch at firstname.lastname@example.org.
@beaumontorganic (P.22 & 30)
@chaosandcolour (P.13 &14)
@doonelondon (P.9 & 24)
@elvdenim (P.7,15 & 29)
@marazul.clothing (P.5,20,22 & 30)
@solerlondon (P.3,17,18 &27)