For the AW22 season, Flannels “weaves a dynamic visual story that merges its heritage and a clear vision of the youth culture of today” and we have the Photography team- Crowns & Owls to thank for these amazing visuals.

Each image “comes alive with a purity of movement and freedom of expression to convey the attitude of Northern Soul through a fresh lens”, as interpreted by choreographer Paul Sadot. 

The campaign transports us to a scene reminiscent of a Northern Soul dancehall, featuring a group of dancers “free-flowing in movement, captured in a deconstructed set of moody color-block walls, parquet flooring, and surrounding speakers”. 

Flannels also said the new season “brings together its international vanguard of brands redefining luxury for this joyful representation of the best of the AW22 collections” with stand-out looks from Prada and Loewe to Saul Nash and Amiri. 

Joseph Prince, head of Luxury Campaigns for Flannels, said: “This is a gear change for Flannels, pushing our New Luxury offering forward while reinventing traditional mindsets with a new generation of talent and creators. 

“This campaign celebrates our collaboration with leading lights in the industry; from established names such as choreographer Paul Sadot, Crowns & Owls a trio of creatively explosive minds to MOX, a creative agency at the vanguard of youth culture disrupting luxury as we know it. With each campaign, we build on elevating every day, celebrating bold originality and setting a strong foundation for the Flannels future of luxury retail.”