It was photographed by Erik Torstensson in London and stars the Russian model Natasha Poly, who is the new face of the label.
“The collection is all about having the freedom to wear what you want, whatever your mood,” said Poly. “In this day and age there is no rule book. Express your identity through the power of fashion and have fun.”
The brand also worked with the choreographer Stephen Galloway while the styling was by Geraldine Saglio.
“This season is all about exploring self-expression and style personalities,” said the brand’s creative director, Rebecca Farrar-Hockley, adding that Poly embodies the multi-facets of today’s women. “Be bold, fierce and experimental,” she said.
The campaign will break in the September issues of British Vogue and Elle, which hit newsstands in August. It will then roll out to international titles.