ABOUT

Concept:
“Summer Suited” brings the beach indoors, blending past campaign references — a shoot on Camber Sands and previous fabric-draped studio setups — into one playfully self-aware concept. Think linen suits and melting ice creams, binoculars and beach chairs — with a winking tone that says: "yes, we know we’re in a studio." Shot entirely indoors during the UK winter, this concept leaned into its limitations to create a playful, nostalgic take on summer menswear that felt confident, accessible and quietly irreverent.

Execution:
With no budget for sun-drenched locations or elaborate sets, we styled a “seaside” studio shoot with repurposed fabrics, Etsy-sourced props, and a coolbox and binoculars brought in by our model. The set was a wonderful creative playground — proof that joy and imagination don’t need big resources. We made every detail count while keeping visual consistency with our wider brand photography.

Results:
The campaign refreshed our summer storytelling and struck a chord with customers. It brought humour and personality to our content, and is now influencing future visual direction. A full creative toolkit (colour palette, tone of voice, typography) was developed alongside the shoot to support rollout across web, email and social channels.