John Lewis & Partners

Photographer: Julia Noni

We had the pleasure of collaborating with John Lewis & Partners, a prestigious British brand renowned for its high-end department stores across the UK and Ireland. Known for offering the latest trends in Home, Fashion, and Tech, John Lewis & Partners continues to inspire with their diverse range of products for all life’s moments. Our fashion campaign in Cape Town captured the essence of their stylish and innovative collections, showcasing their commitment to quality and everyday comfort.

Services

• Equipment hire
• Transport hire
• Crew
• Location scouting and recce
• Permits
• Model sourcing and casting
• Catering

The Brief

For the John Lewis SS24 campaign, we received a brief that emphasizes the raw and bold aesthetics of Brutalist architecture, with both indoor and outdoor options. The outdoor concept integrates concrete elements with a coastal backdrop, incorporating the sea, vibrant colors, and a diving board to create a striking visual narrative. The indoor option envisions a house designed with a modernist style, featuring a pool and incorporating a mix of materials and textures as an alternative to concrete, adding depth and diversity to the overall design.

The Solution

We proposed shooting at the incredible Sea Point Swimming Pool complex, which features an Olympic-sized pool, a springboard diving pool, and a magnificent ocean backdrop. This location provided the perfect setting for the outdoor concept, integrating concrete elements with coastal views and vibrant colors. For the modernist house, Cape Town offers a wide selection of options. The team selected an incredible modern house that showcases beautiful architecture, a magnificent staircase, and the ocean as a backdrop, providing an ideal indoor/outdoor solution. The chosen locations combined to create a visually striking narrative that perfectly aligned with the John Lewis & Partners SS24 campaign vision.