Flannels AW22 campaign pays homage to Northern Soul

By

Nigel TAYLOR

Published
Sep 7, 2022

High-end fashion retailer Flannels has unveiled its autumn/winter 22 campaign. Inspired by the “deep-rooted connection between fashion and music”, it’s called ‘Welcome To New Luxury’ and is described as a “modern day homage to an iconic British subculture movement”.

For the AW22 season, Flannels “weaves a dynamic visual story that merges its heritage and a clear vision of the youth culture of today”. 

Each image “comes alive with a purity of movement and freedom of expression to convey the attitude of Northern Soul through a fresh lens”, interpreted by choreographer Paul Sadot. 

The campaign transports us to a scene reminiscent of a Northern Soul dancehall, featuring a group of dancers “free-flowing in movement, captured in a deconstructed set of moody colour-block walls, parquet flooring and surrounding speakers”. 

Photography team Crowns & Owls put a directional spin on classic documentation of the Northern club scene through intimate spotlights on individual cast members “lost in the moment of pure elation that can be found on the dancefloor”. 

Flannels also said the new season “brings together its international vanguard of brands redefining luxury for this joyful representation of the best of the AW22 collections” with stand-out looks from Prada and Loewe to Saul Nash and Amiri. 

Joseph Prince, head of Luxury Campaigns for Flannels, said: “This is a gear change for Flannels, pushing our New Luxury offering forward while reinventing traditional mindsets with a new generation of talent and creators. 

“This campaign celebrates our collaboration with leading lights in industry; from established names such as choreographer Paul Sadot, Crowns & Owls a trio of creatively explosive minds to MOX, a creative agency at the vanguard of youth culture disrupting luxury as we know it. With each campaign we build on elevating the everyday, celebrating bold originality and setting a strong foundation for the Flannels future of luxury retail.”