“We are really proud to be working with Brutus, a brand that has enjoyed such an affectionate association with so many British subcultures,” LAW magazine’s Editor in Chief John Joseph Holt confirmed as the title’s accompanying studio was announced as creative director for Brutus Trimfit, back in January. “We are excited about introducing the brand to a new generation and continuing the Brutus family legacy.”
Documenting the “beautiful undercurrent of Britain”, Lives and Works – as the acronym goes – was most recently responsible for the direction and styling of Caitlin Price’s debut collection under Fashion East, showcased at last month’s London Fashion Week.
The Brutus campaign, shot on Valentine’s Day, indicates what the studio was up to at the weekend prior, notably hogging a London Bridge photobooth from would-be romantic gestures; the results offer an authentic sentiment regarding the brand’s archetypal Trimfit shirts that feels simultaneously contemporary and nostalgic.
“We have a shared vision of what constitutes British style and it is therefore extremely exciting to be working together,” concludes Jonathan Freedman from Brutus.