YMC's Pre-SS24 campaign BRINGING IT ALL BACK HOME is an ode to their late creative director and co-founder Fraser Moss.

The campaign is a tender tracing of shared pasts through Fraser and Lynette's hometown of Newport, Wales, where they first met and hung out as teenagers. The evocation of FRASER MOSS, LYNETTE GARLAND, and stylist MARK ANTHONY BRADLEY's early eighties Newport is embodied by a cast that includes Fraser's children PHOENIX and BIBA MOSS and a group of their real life friends.

A deeply personal project, BRINGING IT ALL BACK HOME was born from a reminiscence of mutual histories and a merging of new generations for whom fashion, family, lifelong friendship, and the unending desire to create is the common thread that binds them all.

Of the project Lynette shared,

"Essentially I wanted to acknowledge Fraser’s importance in my life. We both grew up in Newport and hung out there as teenagers in the early eighties. He was a one-off, obsessive about his style and image, which changed constantly. We moved to London together and began a new adventure, but Newport was where it all started. So, with this campaign, we were literally bringing it all back home.

The idea for the shoot was based on the gang of friends Fraser had back then as a teenager. I wanted to somehow recreate the feel of that time and place by going back there and having his son, Phoenix, his daughter, Biba, and their gang of friends as models.

Mark, who styled the shoot and has worked with YMC for a long time, comes from Cardiff and went to fashion college in Newport. We would have gone to the same bars and clubs back in the day. I’ve worked on various projects with Douglas, the co-director for the film, who also shot the moving images. We have a shared aesthetic. My sister, Vanessa, who lives near Newport, helped us with locations. Atticus, who also works for YMC, was our driver and helped make things run smoothly. Jody, Fraser’s wife, was incredibly supportive, it was really important for me that she was there for the shoot. I feel that Fraser was there in spirit also."

EVENT
The Pre-SS24 campaign launched at YMC's Poland Street store on Wednesday 15th November, 2023.

CREDITS
Photographed and co-directed by LYNETTE GARLAND
Co-directed and lensed by DOUGLAS HART
Styled by MARK ANTHONY BRADLEY
Featuring PHOENIX MOSS, BIBA MOSS, VINCENT MALLOCH, KIER LAU, KATY WEAVER, MOLLY DOBSON
Music and image edit by GULLY
Music by PHOENIX MOSS
Stylist Assistant FELIX FORMA

THANKS TO
Jody Moss,
Vanessa Garland,
Atticus Morgan, Christine at The Copper Kettle Cafe, Pontypridd. William at The Princes Cafe, Pontypridd. The Riverside Bar, Newport.