Setting up shop on Oxford Street, the move ushered in a new era for the 40-year-old retailer – with a super-techy set-up and focus on streetwear savvy Gen Zers, the shopping destination stocks everything from Off-White and Vetements, right through to Saint Laurent, Burberry, and Prada.
Now, the brand launches its AW20 campaign, which explores the future of luxury fashion in a digital landscape. Featuring British supermodel Jourdan Dunn and new faces Selim Ibrahim and Amin Lawal, a new editorial sees the three decked out in runway looks by the likes of Moncler, Balmain, and Stone Island.
“FLANNELS and I started our relationship at the last Fashion Awards. They invited me to join them at their table, and we have been seeing how we can work together since,” Dunn explains. “I love that they support new talent alongside solid designer brands. I was really eager to work with young-and-up and coming Black creatives.”
When it came to conversations as to who should shoot the campaign, it was a ‘no brainer’ for Dunn that Christina Ebenezer would get the job. “I first saw Christina’s work with her GQ cover of Michaela Cole,” she says. “I sent the images to my agent and said that I really wanted to work with her. I loved working with her! She is very cool, calm, and just gets the shot.”
Dunn also convinced longtime collaborator Shaquille R. Williams to come on board with the project, with the stylist dressing her in Prada pinafores, slick, skintight Saint Laurent, and logo-emblazoned Balmain classics. “I loved the Prada boots I wore,” says Dunn. “In fact, the whole Prada look was really sick!”
So what does the future of luxury fashion look like to the modelling powerhouse? “I see streetwear as the new luxury,” she concludes. “There are so many collaborations with high-end designers and streetwear brands, like Prada and adidas, Off-White and Air Jordans. Luxury is going to constantly evolve, and be interpreted for the zeitgeist of that season or time in our lives.”
Check out more images from the campaign in the gallery above and head here to shop.