To celebrate the 50th anniversary of the Beatles' Sgt. Pepper's Lonely Hearts Club Band, Pretty Green released a capsule collection insired by the album.
I was asked to create a series of images that showed the collection clearly, yet presented it firmly in a contemporary context. The idea was to try and engage with an audience either unfamiliar with the brand or who may feel it is not aimed at them.
Eskewing the usual brand profile of mod-influence and feather-cut hairstyle, instead I cast a heavily-tattoed motorcyclist. By doing so, I gave the clothing a contemporary edge. I also suggested a direct line between the Beatles, Oasis and the musical taste of today. (Curiously, the model's father was a huge Oasis fan and he had been brought up on their music.)