James Coward
James Coward harmonizes an eclectic triad of sensibilities, influences, and histories. James Coward reinterprets many of menswear’s familiar shapes, fabrics, and details through a synthesis of the lens of “James”—strong, traditional, masculine—and of “Coward”—sensitive, vulnerable, aberrant. Garments principally draw upon references that traverse disciplinary boundaries.
Our Challenge
We were tasked with creating an editorial lookbook that emphasized the garments as they would be worn in, and move through, their everyday environments and spaces. To highlight the diverse histories and influences in the designs, we chose environments that felt appropriate to the garments - their colours, their textures, their stitching, their sophisticated silhouettes - and allowed them to both blend in and stand out. Through our images, we seek to guide future wearers in imagining these garments as a natural extension of their own stories and how they seamlessly integrate into their everyday worlds.
