Hermanus gave us something most studio environments can't: genuine rawness. For John Varvatos' Spring 24 menswear campaign, we moved through a range of locations — a considered home interior, open fields, a quarry with real grit and texture — letting each setting contribute its own character to the shoot.
Natural light was the constant. It added authenticity to the fabrics and cuts, grounding the project in something that feels lived-in rather than constructed. Each look — sharp tailoring, relaxed streetwear, bold accessories — was styled to project with its environment, not against it.
Modern men's fashion, shot in the real world.
