This collaborative campaign with Gorpcore and EUClique was conceived as a three-part social series exploring how activewear is worn and lived in across the UK.

Each post focused on a different cultural context, using collaboration as a way to reflect the fluid overlap between sport, lifestyle, and everyday identity that sits at the core of Skinsuit.

The first chapter centred on city life, blending EUClique’s street-driven visual language with Skinsuit’s focus on movement, functionality, and community.

By styling a large group in the same Muscle Puffer jacket, the imagery deliberately shifted attention away from individual performance and toward collective presence.

This approach reinforced ideas of belonging, shared energy, and uniformity as empowerment, positioning activewear as a social street signal as much as a functional one.

I led the project end-to-end, shaping the concept to feel grounded in real urban experience rather than staged fashion imagery. 

Location and model scouting prioritised authenticity and diversity, while choreography and composition were used to create rhythm, scale, and cohesion within the group.

Through hands-on direction, photography, colour treatment, and retouching, the work demonstrates my mission to translate brand values into culturally relevant, collaborative content that feels natural, intentional, and rooted in lived movement.

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