Quant - The Documentary

Creative direction for Studio Soho with their indie documentary, Quant.

We framed the campaign around the famous quote, and key moment in the film, by Mary Quant: “I think the point of clothes for women should be: 1. To Get Noticed, 2. To Look Sexy, 3. That you feel good.” I was also very aware of the theme of sustainable fashion. I wanted to create a 60s look book featuring London-based vintage stores and brands that prided themselves in the above themes as well as having a presence online which would help promote the film. The stores I chose were the velvet-lined emporium ‘Annie’s Ibiza’, East London hotspot ‘Vintage Threads’ and the vibrant yet classic brand ‘Coco Fennell’.

Within two weeks, I put together a team of photographers, models, and hair & make-up and we shot on location over two days at each store. We ended up with a suite of 60s inspired imagery all shot on film, and digital video content to use for marketing. 

The whole concept worked because our images made their clothes look beautiful, only helping support their small businesses yet their large followings online and in the press only helped boost awareness of the film. The same went for the models, most of which were music artists (Rose Gray & Cate Canning) who were then able to use the images across their socials again only helping to spread the film to new and appropriate audiences.