Superdry’s 2024 campaign highlights the brand's latest collection through a series of candid, outdoor portraits. The work focuses on sportswear and youth culture, utilising high-contrast monochrome grading to bring depth to the apparel's textures.
Photographer Simon Upton captures the group in an authentic, documentary-style setting. With styling support by hair stylist Phoenix Ly and production managed by Carmen Cicchinelli Production, the campaign leans into analogue film aesthetics and natural light to maintain a gritty, high-energy atmosphere.
