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.