The collection celebrates the great British countryside and explores iconic British eras in fashion from a contemporary viewpoint.
Influenced by Represent founders George and Mike Heaton’s carefully curated personal wardrobes, the campaign combines the brother’s evolving tastes and their journey in creating the brand, with each piece reflecting a moment in their youth updated with the lessons learnt from adulthood.
British art and sculpture elements receive an animated update, shapes are stretched and layers considered. The use of contemporary metallic materials highlights the brands’ contemporary vision, whereas the contrast of bright pop colours set against dark tones forms the base of the collection which reflects the ever-present feeling of uncertainty in Britain today. A flipped logo acts as a modern spin on the notion of being distressed by paying homage to Naval flags that were upturned to seek help.
The motion story, curated by George and Mike Heaton and based on the collection’s title “Never Coming Down”, was brought to life by film director Anna Radchenko and KODE Media. The short film depicts Sonny Hall and Mudi Sama driving across the moors where they suddenly crash the car. Upon awakening, they find themselves in a dream state where they start a journey through another dimension.