Late night rhythms fuel menswear campaign
IMMIGRANT is an independent record label specialising in electronic music, founded in 1998 by Proper's own creative director Robin Porter. The evolution of the label from music into fashion lifestyle brand, is a natural progression considering Robin's 20 year career. Proper was tasked with delivering a photo campaign to launch the brand's first menswear range in the UK, using electronic musics afterparty culture as the creative back-drop.
We used the company tagline "A Vehicle For Expression" to set the tone for the project and searched for a London location and crew of local models for the afterparty styled shoot. The cornerstone of the brand's DNA and it's unique selling point is found at the intersection of fashion and music, therefore the shoot needed to convey, authentically, the tribal and sexy draw of the electronic music lifestyle and it's dedicated revellers.
The campaign was shot in Shoreditch by film director and photographer Ryan Hope (indie film "Skin" and glossy campaigns for Absolut Vodka and River Island) and featured model Dudley O'Shaughnessy (Rhianna’s "We Found Love" music video). The photos were used in both a printed and digital look book, retail pos and on all social platforms, establishing IMMIGRANT as a brand prepared to make some noise.