SS12 Campaign



Moving on from AU11’s theme of an Englishman in New York, Ben Sherman’s SS12 collection has been inspired by the journey from Brighton to Tokyo, resulting in a contemporary take on a Modernist Cruise Collection. With this voyage in mind and in acknowledgement of the sheer breadth of influence that created the line, we are proud to present the Spring / Summer campaign.

As an evolution of the previous season’s concept, and continuing our association with Dazed & Confused, working with Fashion Editor Robbie Spencer, and Photographer Ben Toms, we have tracked down six inspiring gentlemen from across the globe.

Selecting characters that embody the global lifestyle of today’s Modernists, we sourced artists and designers, academics and craftsmen. From US based gallerist and publisher, Anthony, to Moses, an apprentice umbrellas maker, our subjects were given free reign over the collection, styling themselves and mixing their favourite pieces with articles and accessories from their own wardrobes.

Shot in Miami, Florida in late 2011, the location was chosen to ensure a sun-soaked aesthetic to the images, always a welcome sight as we emerge from the winter months and long for warmer climes.

The story behind the campaign is featured in Dazed and Confused’s March Collections Issue, on sale now, and also available to pick up in-store.  







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