Campaign
The Generations Campaign
Five people, four generations, one garment. We photographed them separately and then together, to see whether the piece still held.
The brief for the first campaign was narrow on purpose: one hoodie, no restyling between shots, and a cast who had never met. A woman in her late thirties. Her equivalent in a sixteen year old. A man in his thirties. A fourteen year old boy. A nine year old who refused to stand still.
What we wanted to know was whether a single cut could carry all of them without becoming a compromise — the usual fate of anything sold as unisex. The answer turned out to be about volume rather than sizing. Because the body is oversized to begin with, the same silhouette reads as considered on an adult and simply correct on a teenager.
The only art direction we gave was to wear it the way they would at home. That is why the sleeves are pushed up in one frame and pulled over the hands in another. Nothing was pinned.
The campaign line came out of the shoot rather than a deck: one vibe, different generations, your way.
