Brief one Baracuta Jacket

Great campaign by an iconic 'Mod' brand, Baracuta, with real heritage.  The essence of what  my whole concept wants to tap into but across brands.

The SS13 collection with its first publicity campaign, "SYNONYMUS & ANTONYMUS" talks about the iconic quality and versatility of G9, and its close involvement with music and culture. In the Synonymus & Antonymus campaign, Baracuta G9 is worn and interpreted by couples who are different and opposite both in age and in style or setting. Their passionate choice of the same item of clothing is what brings them all together: showing how the iconic G9 breaks down barriers of age, lifestyle and culture. "Synonymus and Antonymus" tells the story of real people: talents that represent the subcultures of the British scene, which have always worn the the Baracuta G9. Among them is Sir Norman Jay, the baronet DJ and founder of the Notting Hill Carnival, portrayed next to Chris, a Skinhead electrician; the tailor Sam Mingle next to actor and comedian Tony Law; Wayne, a Fifties mod, with Simon, a contemporary mod; Matt, who is a professor and Tomas, who is a student and DJ; Ian, an elderly golfer, and Ian, who is an artist and musician with the band The Correspondents.

 The campaign and the video were conceived by Jocks & Nerds, the new magazine and creative group involved in the art, lifestyle and culture on the British scene.

This is an exerpt from DJ Norman Jay in their history book

THE SIR Standing tall as one of the most influential figures in British contemporary music, Norman Jay is an innovative and pioneering DJ. Having established himself through the burgeoning pirate radio scene in his home city of London, Norman went on to set up his own record label. He continues to work as a DJ both live and on the radio. He received an MBE for services to music in 2002. I am in no way a slave to brands, my style is made up from lots of things. I am very aware of Baracuta’s integral part in British youth culture and style through the generations. British music, youth culture and style are all different strands of the same thing and you can’t have one without the other.

The British youth takes inspiration from lots of different places around the world. We are like Magpies, taking the best from everywhere else and then making it our own. This is what I suppose makes British style unique. Over the years we made the best of what was available. It’s aspirational and always with a modernist twist. Modernism is an attitude, it is about how you go about surviving in the world as it is today. I grew up wearing Baracuta Harringtons