Styling
During my semester abroad at the London College of Fashion, I explored the creative and conceptual side of styling through two major projects: a campaign shoot (a study of the ALL SAINTS brand identity) and an editorial test shoot (Duality: Embracing the Contrasts in a World of Extremes). In both, I developed the visual narrative from concept to execution, working closely with photographers, models, and makeup artists to translate mood boards into cohesive, expressive looks.
All Saints Test Campaign Shoot
Founded in 1994 by Kait Bolongaro and Stuart Trevor, AllSaints captured the spirit of 90s London with its unique blend of vintage-inspired garments, grunge aesthetic, and rebellious, rock ‘n’ roll energy. Once a symbol of individuality and resistance, the brand’s recent campaigns have strayed from this iconic ethos, making now the perfect time to return to its roots. Our Spring/Summer 2025 Campaign, photographed by Jamie Iain Genovese at the Barbican Centre, London, reignites AllSaints’ core values. Featuring original pieces from the 90s and early 2000s, the campaign highlights the bold, defiant style that made the brand a trailblazer in the fashion industry. The Barbican’s Brutalist architecture—a symbol of unapologetic strength and raw artistry—parallels the brand’s original vision and serves as the perfect backdrop to evoke themes of resistance, authenticity, and individuality. This campaign is more than a nostalgic homage; it’s a bold step forward. By channeling the raw energy of AllSaints’ early days, it reconnects with loyal fans while inviting new audiences to experience its daring, impactful aesthetic. The result is a campaign that bridges the past and present, proving that AllSaints remains a beacon for those seeking fashion that stands out.
Duality: Embracing the Contrasts in a World of Extremes
Duality is a central theme in our daily lives, and it shapes our perceptions of ourselves, our world, and our style. Generation Z has lived through a transformative shift from analogue technology to the fast-paced digital age, yet they are reaching back to the past, embracing vinyl records, film cameras, and other nostalgic artefacts of analogue culture.
Duality also plays a pivotal role in the models we’ve featured, as they showcase striking contrasts between curly blonde hair and sleek, dark locks. We styled the models in sheer and structured fabrics, exploring the tension between flexibility and rigidity. The rise of fast fashion has made trend-following incredibly accessible, but it takes a significant toll on the planet. Vintage and thrift shopping is a simple yet impactful method to stay stylish while honoring sustainability.
In today’s polarized world, duality isn’t something to fear. Embracing these contrasts can lead to a richer, more nuanced expression of your personal style.
