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Lived not modelled

Client: Jigsaw
Brand: Jigsaw

Our S/S 16 campaign continues our 'Style and Truth' story with the idea 'Lived Not Modelled'. Challenging the highly-styled conventions that everyone expects from fashion, we threw caution to the wind and, well, just wore the clothes in normal situations.

Shot over 5 days, with no planned agenda, we gave both the models and the photographer freedom to just “get on with living’, which led to a really authentic final set of images - wind-blown hair, random dogs, blisters and all.

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