LUCAS HUGH: In Pursuit

One of our favorite design-driven Active brands, LUCAS HUGH, has teamed up with Special Problems, to create an enchanting film that showcases it’s new Fall/Winter 2011 Collection. Set to launch at NET-A-PORTER later this summer, the line speaks to the modern, fashion conscious athlete, that is not willing to sacrifice style for function. Shot on location in New Zealand, by director Campbell Hooper, the film is a delicate balance of performance, sensuality and spirituality.

LUCAS HUGH Autumn/Winter 2011 from LUCAS HUGH on Vimeo.

Anjhe Mules, Creative Director, LUCAS HUGH said: “When I spoke about themes with Cam I wanted to combine my own experience of sport – the sense of elation and self-confidence one feels after a workout – with the essence of LUCAS HUGH. The film showcases the strength and determination that defines the sporting woman, whilst maintaining her sense of femininity. I have been a huge fan of the music videos by Special Problems for some time, and am really excited by their romantic and artistic interpretation of our brand.”

Campbell Hooper, Director, Special Problems said: 

“Working with LUCAS HUGH was a chance to work on a project that had a different set of expectations. Music videos tend to come with their own set of cultural milieus, so it was refreshing to have those disappear for a project and just focus on amplifying a collection. I found Anjhe’s designs interesting. I like the way she elevates traditional sportswear designs into something more innovative, while maintaining an emphasis on performance.”  

For additional Stylesight coverage of LUCAS HUGH, check out our Fashion x Fitness post, as well as our shout out in the S/S12 Active Forecast: Rebels. – Jeanine Pesce

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