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The London Series by Natural Selection

Jodie Kharas
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London-based menswear brand Natural Selection has introduced their inaugural ready to wear collection with a truly awesome campaign. Formerly a denim brand specializing exclusively in Japanese selvedge, Natural Selection has launched ‘The London Series’, a beautifully shot portfolio featuring 10 influential London-based guys, selected from a plethora of disparate industries. From photographer and blogger, Jonathan Daniel Pryce, to UFC fighter Brad Pickett to set designer, Robert Storey; each guy has selected the shoot location and styled themselves in pieces from the collection. “We felt it was important for us to use people who have a personal connection with the brand, whether it be a friend or an acquaintance of the showroom. For instance, UFC Fighter Brad Pickett is our commercial director’s brother and Creative Director Harris Elliott is a good friend of ours” explains brand founder, John Park. Consequentially, the final portraits underscore just how versatile and wearable the collection is.

The statement outerwear is a definite highlight of the collection. Artist and musician, Ian Bruce, dons the luxurious Great Coat ($998) with the kind of innate sartorial ease that makes you want to fix up and look sharp for fall. The full-length piece is crafted from Italian wool and features a removable rabbit fur collar – perfect for when the January chill sets in. The knitwear is also worthy of investing in. We love the precise lines of the merino cardigan, selected by Brad Pickett, and the honeycomb knit of the merino crew, as modeled by Jonathan Daniel Pryce.

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Ultimately, the campaign earmarks the significance of seeing clothes in situ. Each ensemble has been selected by a real person with a real, albeit majorly inspirational, career. We only hope Natural Selection continue to keep it real for seasons to come.

To see the full campaign visit naturalselectionlondon.com

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