More Joy was first established by Kane and his sister Tammy in 2019, catering to an entirely new generation of tastemakers who share in Kane’s sexy yet socially conscious ethos. Now taking their message of ecstatic bliss to the streets, the brand has recruited nineteen new faces from pavements across London to share their own positive affirmations with the world. “Stay happy, stay Joyful and keep doing what you wanna do,” says skater Theo Fox, one of the campaign’s young stars.
The models were then asked to choose a piece from the collection that aligned with their own personal style – with Fox opting for a monogrammed bucket hat – as photographer Sarah Stedeford and cinematographer Ebba Hult captured the unfolding magic. The campaign is set to drop in various forms throughout the coming weeks, so keep an eye out for More Joy’s model-led movie recommendations, musings on life as we know it and plenty of glimpses into Stedeford’s own photographic process.
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