When men standing about posing in white shirts and suits doesnt ring your bell anymore, maybe one leaping about merrily will. Some fluidity makes a garment so much more appealing in my view. Show how alive a piece can look and mix it up, take a risk and go crazy. Forget about the norm, relax into the idea of creating a shot that inspires a consumer to recall a shot, a brand, and go into a store, maybe even purchase! A shot they will remember. Sometimes things dont have to be pressed, preened and polished. To be memorable, in my view, they usually shouldnt!

Of course its a hard sell for those used to a century of men standing about starched and neat (more often than not the client) so on this shoot I ensured I had both looks covered off. Gaining the right balance of showing a good fit, but also moving, taking shape forming a great shot. Sometimes the two are not compatible. But who cares. Some stuff you have to risk. I loved the result in these very classic cut tailored suits being yanked about somewhat. Perhaps a business man being terribly late for a meeting!?

Of course in all of this you end up with some sweaty models. Thankfully with some very fit fellows we didnt have any complaints. Well done chaps! But Im not sure the buyers would say the same when they had their one off's returned. Oopsey daisy!

Simon Carter 'Carnaby Street Collection' & DKNY Suiting 2010