June 8th, 2022
We flew out to Jamaica to shoot our SS22 Tropi-Cool collection. join us in reminiscing and take a trip down memory lane with us, exploring the streets of Ocho Rios, Negril and Montego Bay through the eyes of Jaded Swim. The muse of the collection, @faithjaggernauth, flew in to Jamaica and bought with her infectious energy, unapologetic attitude and authenticity that shone through into the campaign. Alongside Faith we also had Dosha Deng and Marie Teissonniere join us on the trip. The girls helped us perfectly capture the authentic energy between the locals which really placed the campaign in it's own lane.
Since exploring the vibrant culture of Jamaica, the series of imagery continues to align on Jaded London's ever-present theme of identity through showcasing talent from across the world. Shot by Josh Thelwell (@_joshuo), who himself has strong ties to the Caribbean, does an impeccable job at capturing the standout pieces of the collection.
If you're ever lucky enough to visit Jamaica; Martha Brea, Dunn's River and Ricks Cafe are definitely a must, amongst all the other gems that occupy the land.
Written by Jaded Ldn