AW21 Linen for All

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.

Dan, 35

Talent Director 

Wears Lilac Signature Shirt

Tom, 36

Stylist & Art Director

Wears Ecru Signature Shirt

Siblings, Olisa, 28 & Chi, 32 

Engineer & Brand consultant + Podcaster

Wear Eucalyptus Grandpa & Oyster Railway Jacket

Nic, 22

Actor + Dancer

Wears French Blue Railway Jacket & Oatmeal Signature Shirt

Taran, 40

Lifestyle Photographer

Wears Stockton Green Railway Jacket

Hugo, 61

Real Estate Consultant

Wears Flint Grey Railway Jacket 

Simran, 29

Musician

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

Simon, 32

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

Troublemakers

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

The Boys

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

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