S.S.DALEY Heads to the British Countryside for SS22 Campaign
Enlisting a small rural community of generational farmers to model the Harry Lambert-styled collection.
The emerging British designer S.S.DALEY took to London Fashion Week back in September 2021 to present his first-ever show, delivering a theatrical rendition of what it’s like to grow up in British state and private schools, and now the Spring/Summer 2022 collection has received its own campaign.
Shot by Laurence Ellis and styled by Harry Lambert — who’s known for dressing the likes of Harry Styles, particularly in Steven Stokey-Daley for the singer’s “Golden” music video and Molly Goddard for Styles’ recent album teaser — the campaign sees the brand head to Cornwall, where it shoots the SS22 collection in the Great British countryside.
For the campaign, S.S.DALEY enlists a small rural community of generational farmers, ones that tell the story of a different kind of British identity, a more honest and humble one that permeates Stokey-Daley’s work frequently. It’s soft, calming even, with the dramatically sparse backdrop of Cornwall lending itself well to the beautifully executed garments the British designer is known for.
These farmers are pioneers of using British wool as a sustainable material, something that is also close to S.S.DALEY’s ethos. In the campaign, we find crochet hats worn with argyle knit v-neck sweaters, oversized trench coats, traditional check prints adorning workshirts, and various touches of the designer’s frequent reference to botanicals.
Take a look at the campaign above, and shop S.S.DALEY’s SS22 collection online.
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