Sustainable Editorial fashion content story by Rachel Pooley for EDITION magazine - A/W 25/26 Location London

Style is Timeless, fashion is transient.

Something old, something new, something borrowed and something red !

Rachel Pooley a student on my recent evening class short course developed this idea to both promote new collection launches for AW25/26 and also blend with vintage and preloved fashion

to show how we can do this and be more fashion sustainably minded. The goal to reflect the reality of our wardrobes and styling, where each season we amalgamate new with existing items. The idea of new to you is the future, reinvention, customisation is a creative and exiting way to attain timeless style. The sustainable fashion market is booming, the economy is stagnant, ripe for consumer innovation. We like to buy new however with companies such as Vinted for cheaper access to preloved and rental company by rotation as well as vintage luxury companies the real real we can all mix old with new and look good -  

Art Direction © Rachel Pooley

Creative direction - Schelay McCarter.

 

Editorial fashion story called Step Out of Your Shadow for Harpers Bazaar by Dana Abu Jebara

                                                                Shot Sequence Planning 

© Art Direction - Dana Abu Jebara 
Creative Direction -Schelay McCarter

Project conceived on an 'Art Direction for fashion' short course at UAL on a Easter school week in Londons Granary Square in 2025.

 

Burberry Campaign content ideas for SS25 by Art Director Ambar Rivero Y Hornos

Stage 2  (The Team)

Stage 3 (The shoot)

Ambar was a student on my Art Direction for Fashion 10 week short course on campus at CSM Granary Square in London's Kings Cross area. 

I was impressed that Ambar wanted to take on the challenge of coming up with a new image for the Burberry brand Spring Summer 25 Campaign. Being mindful of the brands heritage and USP and after some discussion with me we agreed that Burberry has lost its way. The brand needed to loosen up its image and reflect joy and freedom of Summer. Ambar a native of beautiful Argentina injected some of her own magic and USP as an image maker into the concept and with my encouragement sourced some stunning locations known only to her to create the back drop and stage set for her shoot and content story to have application across social as well as the Burberry website platform and TIK TOK.

Here above is Ambar's pre production planning - next step is to do the shoot and film. 

I hope you enjoy the result. Ambar is now back in Buenos Aires and working as an Art Director.

Ambar's Team

Photographer Linda Brownlee

Models - Lila Moss, Kate Jone / Romeo Beckham - back up Grace Elizabeth, Gemma Ward, Finley Pretince

H&M - Susie Sobal , James Precis

Location - Chapadmalal - Buenos Aires 

© Ambar Rivero Y Hornos 

Creative Direction and copy Schelay McCarter

pls credit