After the SS16 campaign shot by Alec McLeish in the bright seaside, Roundel London propose a dark editorial, outside the paths of the usual fashion shots.
The Spring Summer 2016 range is shot during a house party in South London, with young artists as models, and where the constant flow of junk gets turned into funny objects and amazing props for photos.
The photographer is Hannah Hetherington, a young artist from the emerging scene of the city, co-founder of magazine CREAMER and also model for young London-based designers like Claire Barrow or Molly Goddard.
‘People at parties are the the most fun to shoot as they really play up to the camera and can create a real range of photos, from very sensitive to a real ‘fuck you’ pose to the camera.’
You can shop the Roundel London SS16 collection at SlamJamSocialism.com, Machine-A or Goodhood.