JOURNAL

Looking beyond the traditional e-commerce shoot to create a wider visual story capturing product, details and lifestyle imagery while showcasing key collaborations within the DAKS AW26 collection.

One shirt. Different places. A story told through travel. A personal content project following the DAKS House Check shirt from city streets to Mediterranean sunshine, exploring how one recognisable piece can take on a different character wherever it goes.

One of the things I love most about working in a creative industry is getting to see other talented people at work. I spent the day on set for the DAKS AW26 campaign shoot, this time very much on the client side — watching the team bring the campaign to life rather than being behind the creative direction myself. There is always something inspiring about being on a shoot. The location, the lighting, the styling, the makeup, the tiny adjustments between shots and all the peopl