Inspired by the romanticism of slow-living, rural landscapes and the escapism it provides, Country Roads promotes an atmosphere of relief and expanse—focusing on the joy of living in the moment.

There is an overwhelming relief that’s almost tangible as we prepare for the events of the last year to become another moment in history. The restrictions have lifted enough that normalcy feels obtained, and we’re all coming out the other side with a deeper sense of gratitude for life as well as a desire to slow it down and take it in.

Cities, known for their mile-a-minute lifestyle, aren’t what we crave—but rather the rural scene filled with rolling hills, clear creeks and green spaces. Open skies and the easy silences impossible to find in urban areas remind us how important it is to stop and reflect every now and then on how precious our lives are and how important it is to live them.

This collection is meant to reflect that attitude and feature all the right pieces needed to seize the day.

We set out to create a midsummer collection filled with crisp whites, subdued pastels and pops of yellow on airy fits and higher hemlines. Simpler, uncomplicated designs and patterns are favoured over bold pieces to mirror our focus on slowing down and living in the moment. Explore midi-length skirts and dresses in lightweight fabrics and breathable, organic cottons that look stylish during high summer days without sacrificing comfort. Mix and match stunning separates for versatile midsummer looks that transition effortlessly from day to evening wear.

We shot this collection in the beautiful valleys and hillside landscape of Brecon Beacons—a magnificent national park in Wales known for its green, wide-open spaces.

Inspired by the romanticism of slow-living, rural landscapes and the escapism it provides as well as a deeper perspective, Country Roads promotes an atmosphere of relief and expanse—focusing on the joy of living in the moment. This notion has been inspired by the chapter in history we’ve experienced over the last year coming to an end and the appreciation for live we’ve gained coming out of it.

The pieces in the collection and the setting of the shoot are meant to reflect the recapturing of freedom we’ve all noticed absent as we remained in the four walls of our homes. The tranquility felt throughout the Brecon Beacons and the surrounding area provides a slower-moving lifestyle necessary to stop, breathe and reflect. To purposefully experience each moment without the distractions of busy roads and bustling crowds.

A curated list of alternative indie music, contemporary folk artists and singer- songwriters that encapsulate a whimsical, simple lifestyle through moody melodies and musicality. Let the piano chords, guitar strings and misty vocals transport you to a simpler state of being—to a place where you feel the soft the grass under your bare feet and smell the warmth in the summer air.

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Shot in the expansive rolling hills and moorland of Wales, the Brecon Beacons offered a backdrop to this campaign that was both lively and decisively serene. The wild mountain range and tranquil valleys have offered many people an escape from busy lives and the chance to explore a slower-moving scene—a chance to take a breath and take in the joie de vivre.

The Brecon Beacons, rich with natural scenery, are also filled with wonderful stories and legends for those willing to listen. Tales of history, culture and mythology that have shaped lifestyles and the landscape itself—from medieval castles to prehistoric sites. Everything a poignant reminder of heritage and since-forgotten legacies, gently nudging us to enjoy and soak everything we can out of each day we’re here.

Shot over several days at the end of May, Country Roads was conceptualised and photographed by Head of Creative Michael Higham, with additional photography by Dominika Durianova. Videography by Rodrigo Belasquem and campaign production by Amber Allinson-Epps. Styling by Ellie Dotchin with Hair and Makeup by Jo Lorrimer. Campaign modelled by Miki Davis, Annabella King and Maisie Jane Daniels.