Having founded his eponymous label in 2015, London menswear designer Daniel W. Fletcher has quickly established himself as one of the most exciting and politically-charged names on the circuit. In the past few years he’s set up (and painted and decorated) his own Covent Garden pop-up store, protested Brexit at London Fashion Week Men’s and cemented his own permanent solo slot on the men’s schedule.

Now comes the Cheshire-born designer’s next big move: a debut campaign showcasing his SS18 collection and photographed by HERO editor-in-chief Fabien Kruszelnicki.

“We shot it at my studio with unsigned models we scouted at a festival and who we felt suited the clothes, and that these clothes would sit comfortably in their wardrobes,” Fletcher explains. “[SS18] was all about a considered approach to dressing. It explored traditional symbols of Britishness, sat alongside details and fabrics from sportswear, luxury tailoring and streetwear; I wanted to reflect this juxtaposition in the campaign.”

And this authentic approach is no shot in the dark: it’s woven right through Fletcher’s ethos. Example? Rewind six months and you’ll remember Fletcher transforming his show space into a school gym. With its stark white walls and scattering of gym mats, the venue nostalgically set the tone for a collection inspired by 80s sportswear, Britishness and youthful tailoring – think striped vests, neoprene shorts and the kind of perfectly structured trench coat that never leaves your back.

Shop Daniel W. Fletcher SS18 here.

Retouching: Hempstead May
Casting: Sophie Lynas at LEDA
Grooming: Elliot McQueen using L’Oréal Professional
Model: Gabriele Orsini