Brand Consultancy _ Creative Direction

Golborne Road Project –
M.i.h Jeans
Art Direction, Branding + Casting

Photography_Tom Craig
Styling_Bay Garnett
Music_Liam Wade

Exploring M.i.h Jeans’ and iconic stylist Bay Garnett’s shared love of London style. Influenced by West London’s diverse heritage and its iconic street culture in the 90s. Shot on the streets of West London, both the branding and imagery embrace the unique and eclectic spirit of the time.

Objective – To create an almost stand-alone sub-brand with its own identity and campaign that sits comfortably within M.i.h Jeans, without swaying from its core values and established visual identity. To story board and art direct a film that is engaging, fun and captures the spirit of the capsule just as much as that of the brand.

Imagery that captures a free-spirited world of
denim-meets-thrifting and life on the Golborne Road in the 90s.

An identity within an identity that shows

versatility and  adds layers to an ever evolving lifestyle brand. 

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