Primary Objective is a bold exploration of upcycling and reworked fashion, a celebration of heritage meeting the now. By reimagining and reworking classic staples, we breathe new life into timeless pieces, blending craftsmanship with contemporary design. Shot across iconic London locations, the campaign contrasts old architecture with modern signage and symbols, reflecting the dialogue between past and present. Primary colours red, blue, and yellow, take centre stage as a vibrant statement of confidence and creativity.

Set against the city’s raw, urban energy, the imagery feels elevated and editorial, capturing reconstructed classics through powerful, fluid poses. This is sustainability with attitude, arresting, unapologetic, and full of life.