49Winters AW19 campaign

SHOW is proud to present its first collaboration with 49Winters on the campaign shoot for the AW19 collection of the brand’s game-changing, interactive three-tier outerwear for men and women.

49Winters’ signature coats feature three interchangeable and customisable components – an outer layer, inner down jacket and hood trim. This, together with a unique zip system, accommodates more than 3,000 different fashionable combinations designed for the ever-changing environments and demands of a metropolitan landscape as well as globe-trotting city dwellers. The shoot imagery combines the coats’ versatility and adaptable designs with industrial architectural elements to echo the stylish and practical characteristics of 49Winters’ outerwear.

The campaign, which was art directed and produced by SHOW, was shot on location at Baynard House in London, chosen for its atmospheric urban setting and the Brutalist architectural style. Photographer Mark Sanders, stylist Marian Nachmia, and models Dennis Okwera and Bianca Henry, collaborated with SHOW on the project to create strong and striking imagery.