Feel.

That meant building rather than sourcing. Sculpted plinths and a fluted arch, a gym locker made and painted for the set, mirror-polished ground throwing full inverted reflections, cut roses and ranunculus used as physical support under the packs, a micro-landscape of driftwood and moss, laboratory glass backlit through frosted acrylic. Light was matched to each build rather than carried across. Soft and wrapping where the set is tonal and separation has to come out of value once colour has been taken away as an option. Hard sunlight where two clashing colours need a bright face and a dark face to stop greying each other out. Running it as one commission is what gives the supplement photography its brand presence. A single product world can be assembled by anyone. A range that changes colour six times and still reads as one hand is the thing the brand owns, and that only happens if the whole body of work is planned as one job. Set design by Olivia Clifford. Shot in London by David Lineton.