Creative in association withGear Seven
Rankin's The Full Service Takes Fashion Brand Jitrois Back to Its Fabulous Roots
Creative Production Studio
London, UK
Photographer shoots stylish new lookbook for the SS19 collection

This new campaign from The Full Service has taken fashion brand Jitrois back to its fabulous roots with visuals that are full of attitude, power and serenity.

But with a tribe of new, up-and-coming faces, it’s also about bringing a contemporary and paired back edge to the brand for 2019.

Rankin, founder of The Full Service and photographer of the lookbook says: "I loved this shoot because I love working with people, and that’s what this was all about. We took everything back-to-basics and focused on character, bringing out each individual’s personality for some really honest and authentic moments. It had a real '90s feel on set and I found the whole thing really invigorating."

So, with this troupe of young, vivacious individuals, dressed in the new SS19 clothing, Jitrois has officially blown away the cobwebs and refreshed their image for the new season.

Jitrois comments: "Every garment in this collection will feel like a second skin. They are designed to allow people to be glamorous and chic in the fast paced world of today. You can put them on and carry on with life, knowing that you look amazing. I think Rankin really understood this and captured a sense of effortless style in every single image."

Just like the clothes, the campaign film was all about simple but effective touches, avoiding anything overly complicated or extravagant. The corner sets, the grey backdrops and the industrial props were all designed to enhance the visuals without pulling focus.

And, after all the in-your-face glitz and the full-blown glam of the festive season, this sense of laid-back chic and fresh faced allure is exactly what the doctor ordered.