For our AW21 Campaign shoot, we continued our exploration of winter linen, capturing our most extensive collection to date with the most expansive cast we’ve ever assembled.
As a brand, we’re trying to challenge the perception that linen is only worn by a certain type of person at a particular time of year. That requires a more varied approach to clothing design and, more broadly, a change in mindset.
With that in mind, we gathered 21 people and two dogs for our latest campaign shoot. A spectrum covering different ages, genders, backgrounds, and – most importantly – styles. A group selected to show just how easily linen can be worn in any outfit. Real people, each with their own strong sense of individual style which we could incorporate into the shoot. All friends of the brand and people we admire for the things they do.
Our new vision for linen, as styled by Sam Carder and captured by Mollie Rose.
Wears Lilac Signature Shirt
Stylist & Art Director
Wears Ecru Signature Shirt
Siblings, Olisa, 28 & Chi, 32
Engineer & Brand consultant + Podcaster
Wear Eucalyptus Grandpa & Oyster Railway Jacket
Actor + Dancer
Wears French Blue Railway Jacket & Oatmeal Signature Shirt
Wears Stockton Green Railway Jacket
Real Estate Consultant
Wears Flint Grey Railway Jacket
Wears Butter Yellow Signature Shirt
Sam, 29, Solo & Charlie
Coffee Shop Proprietor & Slow Fashion Advocate
Wears Wilson Red Railway Jacket
Solo wears custom made neckerchief, Charlie is jealous
Baker & Entrepreneur
Wears Eucalyptus Long Sleeve Smock
Husband & Wife, Raashid & Cristiana
Actor, Model, Musician & Boutique Owner
Wear Kingfisher Blue Railway Jacket & Navy Blue Bomber Jacket
Rashid also wears prototype linen and wool trousers (coming soon)
Mina, 7 & Norah, 5
Wear Butter Yellow & Lilac Signature Shirts + Pick’n Mix Fisherman’s Hats
Siblings, Max, 29 & Pia, 34
Finance & Art Gallery Directors
Wear French Blue Railway Jackets (old and new).
Pia also wears well worn, well loved and sashiko repaired Midnight Signature Shirt.
Jordan, Simon & Harry
Barbers at Off Cut
Wear Oatmeal, Caramel and (prototype) Fire Engine Red Signature Shirts.
Rob, 23 & Hugh, 24
Wear Slate Grey & Fossil Brown Signature Shirts.
George, 33 & Callum, 32
Flax London Co-founders
Wear Lilac Smock, Navy Blue Overshirt & Midnight Grandpa Shirt, Wilson Red Railway Jacket