Raw and visceral, this campaign encompasses that cathartic release of emotion as we all head hopeful into a summer set in a post-pandemic world. The anticipation has been building as restrictions lift and shops once again open their doors. The craving for normalcy palpable as we shift back into the routines of a time that feels almost unrecognisable.
Natural light floods through the once-grand Averard Hotel as our two dancers flow through a range of emotion. Their captured dance and movements represent the journey we’ve taken together—connected by an unprecedented year-long event—and nods to the stages of emotional grief we’ve gone through. From the intense frustration as we pass the year mark to the overwhelming feeling of defeat as we continue on, wondering if a world like before can even exist again…
And then the promise of normalcy on the near horizon begins the healing.
We’re beginning to look past the joggers and jumpers we’ve grown accustomed to and now reaching out for those pieces that have sat idle in our wardrobes—dresses, jumpsuits and trousers that are now symbols in their own right of “back to normal”. But our desire for the comfort of what has been our “work clothes” is coming with us into the new normal.
We’ve filled the SS21 collection with unrestrictive fits in flowing, on-trend silhouettes in fabrics staple for summer. Breathable linens and soft, organic cottons offer true, wear-anywhere outfitting that feels just as great at home as it does out with friends.
With the emotions ebbing and flowing over the last year, we set out to create a collection that represents the much-anticipated outcome of this tumultuous experience and the peace and calm we crave as we head into our first season of normalcy.
In our designs, we chose essential, warm-weather fabrics that billow and flow in peaceful white hues, serene mauves and pops of yellow to represent the cautious optimism we all feel. There are staple, summertime silhouettes decorated with delicate embroidery and showcase on-trend tiered skirts and hemlines. Each piece offers easy outfitting options that go effortlessly from week day to weekend.
Elegant, balanced harmonies make up our newest SS21 playlist that is rooted in classical music. Lose yourself in the contrasting moods and textured melodies that are as inspirational as they are haunting.Listen on Spotify
Shot in the Averard Hotel on the edge of Hyde Park in London, the now-abandoned hotel beautifully parallels present-day themes. The hotel that roared to life in the 1920s—and has sat suspended in time for nearly a decade—sets the scene for A Feeling and adds to the raw, gritty movements of the models as they move from empty room to empty room, longing for a life that’s been put on pause.
Though it’s a ghost of what it once was, the Averard Hotel is filled with gorgeous natural light and an openness that feels inviting despite its vacancy. With the right perspective, it can be transformed into something grander than before.
It’s with this mindset that we head hopeful into a summer of restoration.
Shot in a single day in London at the beginning of May, ‘a feeling.’ was conceptualised and photographed by Head of Creative Michael Higham, with additional photography by Dominika Durianova. Videography by Rodrigo Belasquem and campaign production by Amber Allinson-Epps. Styling by Ellie Dotchin with Hair and Makeup by Margherita Lascala. Campaign modelled by Wing Leung and Laura Rylands.