Roundel London SS16 Editorial ’Party Squad’

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, Machine-A or Goodhood.



Roundel London is a contemporary youth brand inspired by London and designed for the world. The London Underground, with its iconic roundel logo, has for a long time symbolised London life and culture across the globe. The Roundel London collection truly encapsulates and celebrates the diverse mix of music, style and art that make London such a unique city within the global community. Embodying the inclusiveness and democratic nature of the tube, by embracing the motto "Thanks to the Underground, we are all Londoners now". These principles are at the core of the brand and each season product will carry the values and story of London to cities across the world. The ever-changing face of London influences the collection, referencing iconic imagery and artwork that draws on the very fabric of London. Streetwear fashion is fused with utilitarian silhouettes and Underground iconography, to produce a selection of t-shirts, soft tailoring, outerwear and accessories.

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