Authenticity is key
When Penfield approached us asking to help them to reconnect with the youth market, for us it was a no brainer – if you're gonna do it, do it properly or don't do it at all.
Working with renowned youth culture photographer Vicky Grout and stylist Hayley McCarthy we took the SS17 Penfield collection and embodied the clear cultural references that the design team at Penfield had been inspired by. Clean tracksuits and bold colour palettes were set against a London backdrop that wasn't cliché or unreachable. If this collection was to communicate to the target audience, the images had to be empowering while also having an everyday honesty.