Poet Sonny Hall Represents for Sci-Fi Dystopia

Poet Sonny Hall Represents for Sci-Fi Dystopia

Sci-fi allegory abounds in U.K. brand Represent's FW19 campaign.

Sci-fi allegory abounds in U.K. brand Represent's FW19 campaign.

Text: SAMUEL ANDERSON

It’s not every campaign film that sees a pair of models piloting a vintage Rolls-Royce through a stormy, CGI-inflected U.K. countryside, only to collide with a pile of lumber, thereby accessing a blazing portal to some supernatural great beyond. Such is the conceit dreamed up by British brand Represent for its Fall/Winter visuals, including a gritty fantasy starring poet Sonny Hall and model Mudi Sama. Maintaining the brand’s alt-aristocratic aesthetic, the campaign’s Highlands-meets-scorched-earth theme extends to the collection’s mix of cable-knit sweaters, tactical gear and graphic sweatshirts, as well as to the casting of Hall, a model-writer known for his lyrical takes on grief, apathy and addiction. 

Leveraging youth-focused cache for timely purposes, Represent founders George and Mike Heaton say the film visualizes the U.K.'s current relationship with the European Union—a topical yet familiar struggle between establishment and uprising. “The campaign was shot in the great British outdoors of West Penine Moors in England, and we definitely wanted a British name to star and go with it,” they tell VMAN. “But we also wanted someone with that ‘rock-n-roll’ attitude, to bring the collection to life. We thought Sonny Hall was great for this, because, though not a musician, he used his life experience as [em]powerment.”

No stranger to metaphor, Hall, a face of Burberry and fixture in the mad-tea-party-punk scene paved by Pete Doherty (whom he has called an influence), is known for his confessional poetic style, as recently showcased in his chapbook, The Blues Comes With Good News. Watch his latest hallucinatory mini-saga below. 

Sonny Hall and Mudi Sama for Represent FW19 (courtesy: Represent)
Sonny Hall and Mudi Sama for Represent FW19 (courtesy: Represent)
Sonny Hall for Represent FW19 (courtesy: Represent)
Mudi Sama for Represent FW19 (courtesy: Represent)
Sonny Hall for Represent FW19 (courtesy: Represent)
Sonny Hall for Represent FW19 (courtesy: Represent)

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