M.J. BALE, WORKING PROGRESS CAMPAIGN  |  Art Direction & Design

 

"Live deliberately. Live deep. Live sturdily." This is the paraphrased advice of Henry David Thoreau, the American poet and philosopher who in the mid-1800s moved to the woods of Massachusetts to rediscover all that is essential to a life of integrity. His account of that solitary adventure, Walden, might be over 175 years old, but we thought it a timeless source of inspiration for M.J. Bale's new Working/Progress collection. Because following the last few years, it is time for us all to get back to work. Not just any labour, but the fundamental work of reawakening our spirit and living deliberately, deep, and sturdily again.

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This campaign was created for M.J. Bale's Back To Work collection, but telling a more philosophical story of the progress the brand has been making towards a more sustainable future, by creating garments using natural and sustainably sourced fibres, as well as becoming a certified carbon neutral organisation.

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Head Of Brand, Jonathan Lobban

Production, Carmen Ciccinelli

Photography, John Tsiavis

Cinematography, Tony Prescott

Styling, David Bonney

Set Styling, Megan Murray

Grooming, Gavin Anesbury