FLANNELS

Jun 2026

Captured against the iconic, sun-drenched backdrop of Lake Como, this latest campaign for Flannels crafts a narrative that feels less like a traditional luxury fashion lookbook and more like a candid, high-end travel diary. The project leans into the duality of modern menswear, seamlessly oscillating between relaxed, vacation-ready leisurewear and the sharp, structured sophistication of tailored suiting. Photographer Josh McGregor masterfully balances these transitions, utilizing crisp natural light to ground the editorial portraits in a tactile, authentic atmosphere. Whether it is the playful, unexpected inclusion of a banana in a swim-ready lifestyle shot or the quiet, focused posture of a man in a charcoal suit beside an iconic travel bag, the photography emphasizes a sense of lived-in luxury. By focusing on street-level perspectives and deliberate, soft-focus urban framing, the project rejects the overly staged aesthetic of traditional campaigns in favor of a narrative-driven approach. The imagery effectively highlights the versatility of contemporary fashion, with each frame prioritizing texture and environment to mirror the leisurely charm of the Italian lakeside. Through the lens of Josh McGregor, the collection reads as a cohesive study of seasonal style, proving that the most compelling luxury storytelling often lies in the balance between the carefully curated ensemble and the effortless, sun-drenched reality of the setting.

Lifestyle, Vertical

Natural light

Luxury Fashion Houses, Fashion