JORDANLUCA’s A/W 23 Campaign Pays Homage To British Roadways

‘Resilience’ was the name of the game for JORDANLUCA’s A/W 23 show. Co-designers Jordan Bowen and Luca Marchetto presented a collection subverting masculine archetypes with classic tailoring, double-collar office shirts, bright pink camouflage, and of course, the iconic collaboration with British sportswear brand Lonsdale. Blurring the lines between hyper-masculine and feminine, the duo toyed with contrasting ideas, pairing soft and sheer fabrics with durable leathers and denim. Further highlighting aspects of resilience, the brand's latest campaign looks to Britain's highways, overpasses and truck stops as the ideal backdrop.

Citing poet Robert Frost’s ‘The Road Not Taken’, JORDANLUCA assert the notion that ‘one can never travel two rods at the same time’, with their A/W 23 campaign. Shot by photographer Thomas Cristiani, the gender-bending collection blends seamlessly against the concrete structures indicative of the nation's brutal roadways. Finding beauty in the otherwise overlooked concrete environment, the campaign further highlights the contrast at the core of the JORDANLUCA universe. Where order and chaos coexist.

This isn't the first time the brand has used its campaign imagery to display its love of juxtaposition. For S/S 23 the brand went seaside, more specifically the Victorian piers at Southend. Contrasting the nostalgic fantasies of the British seaside with their signature unrestricted aesthetic, like the A/W 23 campaign the duo perfectly blended dreamlike fantasy with harsh reality.

Head to JORDANLUCA.com for more.