A great new photography campaign for Original Penguin has just been released to launch a new Casual Active collection. The urban images of London’s skyline were created by menswear photographer and creator of 100 Beards, Mr. Jonathan Daniel Pryce, (Garcon Jon) and stylist, Chris Benns, an editorial shoot that best captures this lively collection.
The range comprises of a striped back capsule wardrobe of sport influenced designs from Polo’s, Tees, Sweats, Shirts and Outerwear. Utilising superior fabrications and finishes and enhanced with sport wear effects & trims, it delivers garments that are dual purpose: smart elevated-casual wear and super refined day-to-night active wear.
Stylist, Chris Benn said:
The London Skyline was the perfect backdrop for this project. Not only do we have some of Europe’s most iconic buildings on the distance but the city itself is an inspiration for so many.
OP – Can you tell us how you came to create the Editorial?
Garcon Jon – After much discussion on concept, we landed on a London skyline as the backdrop. Can you remember how we got to this point?
Chris Benns – The London Skyline was the perfect backdrop for this project. Not only do we have some of Europe’s most iconic buildings in the distance but the city itself is an inspiration for so many. I’m very fortunate to have grown up here but so many others long to live in the Capital. It’s the centre of so many creative industries and not only attracts people from the rest of the UK but also from around the world. With this in mind, when we discussed the shoot we thought that having the skyline as the secondary subject was perfect to show how this Original Penguin collection integrates seamlessly into London life.
GJ – I totally agree and what I loved was how the styling took us to a very British urban place also. Your layering was spot on to feel contemporary yet real. Can you explain in detail, on how you manipulated that element of the shoot to reflect the collection?
CB – It was important for me that the shoot itself stood out as a clear reflection of the designs. Obviously it’s an American brand but many of the items fit with the British aesthetic, by fusing men’s staple pieces such as, the polo, that we all rely on daily. Some designs may appear classic in form at first glance, but then reveal details such as the reflective button placket on the polo t-shirts, taped seems in the outerwear and heavier grade fabrics throughout the collection. These you showed really well in the final imagery, “hidden details and pop colours” are intrinsic of Original Penguins’ DNA. The collection can be used for evening and day, and it was this that we picked up on, wanting to capture the idea of translation or movement. I loved your resulting images, which included movement within them. In some this is very literal and you see the clothing reacting to this where technical elements really shine. In others you have the ability to really take in some of the finer details where the movement is subtler, like picking up on the reflective details and lime green pop colours that look really strong.
GJ – Can you describe how we landed on Lew as the model for this shoot?
CB – As you know, casting is really crucial for strong images. We wanted to find someone that truly embodied my perception of the Original Penguin consumer: young, athletic and handsome. Someone aspirational but relatable. Lew seems to fit that role perfectly.
GJ – Together with the Sartorial 7, it was the first time we were both behind. How did you find our first time working together in a professional capacity?
CB – It was great fun! Of course, I’ve been an admirer of your work for some time so I was great to finally get on set and collaborate creatively. It’s always nice to work with someone who understands and respects what you want to do and also brings concepts to the table. The result is a true mix of creativity that has worked out beautifully.
Prices start from £30-£130 http://www.originalpenguin.co.uk/