Shooting SS26 in a car park

The brief for the SS26 campaign was one line: the phrase has to be readable before the garment is. That rules out most of what a studio does — the soft falloff, the flattering angle, the shallow depth that turns text into texture.

A car park gives you flat overhead light, hard edges and a background nobody is precious about. The shirts read at forty metres, which is the test we actually care about.

We shot it in four hours. The frames that survived are the ones where the garment is doing nothing interesting at all.