London Collections: Men retains Music to deliver all creative for its second season

Dylan Jones, editor of GQ and chair of the Menswear Committee, commented: “The inaugural men's week was far more successful than any of us anticipated, and we have been overwhelmed by the support and enthusiasm for the project from designers, retailers, buyers and the press.

“LC: M has already contributed to the changing perception of menswear in this country, and our plans for the next week in January, and beyond, will hopefully build on this.”

Music created the visual identity for the initiative when it launched last year, as the retained agency it has created the advertising, event branding, printed materials and web concepts this season. A new composition of the bespoke photographic still life concept has been commissioned, showcasing relevant designer menswear pieces.

Photography forms a key part of the promotional campaign with the shoot delivered in collaboration with set builder Sarah Parker, still life photographer Sam Hofman, and stylist Luke Day.

Speaking of the photography Music’s lead creative Adam Rix, said: “The move on was achieved by creating sculptural forms from solid boxes, frames, textural backgrounds and mirrors. Clothes are then placed onto, inside, within and around these elements. The 'sculptures' are painstakingly built up, deconstructed, and adjusted in camera over several hours until the correct balance and composition is found.”