With this campaign we wanted to bridge a part of our childhood into our brand

With our AW19 campaign, we wanted to shoot in a location we were synonymous with growing up that showed hints of our culture and Chinese upbringing.

Chinatown was a hub for our parents when they moved from China to England 35 years ago. It was a sanctuary that they resorted to when they were still adapting to life in England. You would often see families in the same boat going to the same community centre and still to this day, we see the same faces who we grew up with across the city – all whilst knowing they went through the exact same journey as what we did.