This shoot was concepted, pitched, and art directed for HUSH, created to reflect the brand’s effortlessly laid-back aesthetic while responding to the reality of a modern, city-based woman moving through summer.

The concept centres on the HUSH woman as she navigates a busy life in the city confident, instinctive, and always in motion. July was rooted in the feeling of summer in London. The shots were on city streets, using recognisable London details such as road markings, worn walls, and textured surfaces to ground the story in everyday movement. The roughness of the urban backdrop was intentionally contrasted with the softness and ease of the clothing, reinforcing how the pieces are designed to be worn naturally throughout a full.

Light and movement were kept natural and unforced. The model was directed to move, pause, and interact with her surroundings, allowing the clothing to sit honestly on the body and reflect the effortless, lived-in quality that defines the HUSH brand.