Circle Clothing

Circle Clothing is an international luxury streetwear brand, curating an exclusive selection of high-end labels, including Alexander McQueen, Off-White, Ambush, and Moncler. Their collection bridges generations, offering a refined yet relaxed capsule wardrobe that appeals to both younger and older clientele.

This shoot needed to capture the essence of their brand—merging the effortless cool of streetwear with the sophistication of luxury fashion.

Creative Direction & Mood

One of the most interesting aspects of this project was balancing the distinct creative visions of the brand’s father-and-son duo. While the son envisioned an edgy, attitude-driven aesthetic with graffiti and urban grit, the father wanted imagery that would resonate with an older audience, extending up to 70 years old.

This contrast made my questionnaire and mood board an essential tool in refining the direction, ensuring we created a cohesive visual story that appealed to both generations while maintaining the integrity of their luxury brand.

Location

For the location, we selected the Treasury building in the Brisbane CBD. Its grand architecture—characterized by stone facades, towering columns, and polished marble—brought an elevated, sophisticated feel to the shoot. To complement this, we cast models with dynamic, fashion-forward energy, striking the perfect balance between luxury and street style. This combination allowed us to capture an editorial look that felt both aspirational and authentic to the brand’s identity.

During the planning process, I asked them to define their ultimate “showstopper” image—the kind that would truly encapsulate their brand. Their dream was a shot in Tokyo’s iconic Shibuya Crossing, surrounded by the movement of bustling crowds. To translate this vision locally, I recreated a similar effect on George Street during peak hour, incorporating motion and energy into the shots to bring that dynamic city feel to their collection.

Aesthetic & Styling

In terms of styling, we ensured global appeal by selecting models of different ethnicities, reinforcing the brand’s international reach. The outfits were styled with a relaxed, effortless approach, incorporating sneakers and caps to enhance the streetwear aesthetic.

Throughout the shoot, I played with diverse angles and perspectives—shooting from below to emphasize stature, using wide lenses to distort proportions for a bold, urban feel, and incorporating natural sun flares to add depth and warmth. These techniques created a visual narrative that blended the raw energy of street fashion with the polish of high-end editorial imagery.

The Final Collection

The final collection featured over 30 distinct outfits, all captured within a four-hour session, with multiple angles for each look. Since Circle Clothing opted out of a traditional e-commerce shoot, I also ensured I captured detailed garment shots that could be used for online listings while maintaining the editorial feel.

The resulting gallery is striking, contemporary, and versatile—seamlessly aligning with their vision. It successfully bridges the gap between luxury and streetwear, appealing to a diverse clientele across age groups, and elevating the brand’s visual presence to an entirely new level.