Wednesday 29th January

| BY Dino Bonacic

Church’s Crush the Waves of St. Ives for their SS20 Campaign

Is St. Ives of Cornwall becoming the next fashion mecca? It might as well be, as brands flock to the beachy rocks of the seaside spot to create hero imagery for the their collections. First it was Sarah Burton’s Alexander McQueen that took the couture-like creations to the beach-each, and now it’s the British shoemasters of Church’s that are breaking out their new season goodies in a tale of three friends on a summer getaway. For their SS20 campaign, they recruited photographer Brett Lloyd to capture all the joyous frollics their three heroes got up to while rocking shoes fresh out the box. When you’ve got kicks as comfy as Church’s’, anything is possible. Lloyd’s images shine a soft light onto the smooth sand and alluring blue see, making the perfect backdrop for stomping around in the sturdy heritage pieces the brand creates. Craftsmanship, luxury and the sound of flocking seagulls – it’s the Church’s way of life!

Photographs by Brett Lloyd.