Styled with yellow waders and fishing gear, the new short sleeve knits inspired by Guernsey Jumper stays true to its maritime roots

I had the opportunity to shoot the Spring/Summer 2025 lookbook for Guernsey Woollens, working in collaboration with South Korean fashion label H.S Company and Supply Route. The project was created to celebrate both Guernsey’s rich knitting heritage and its modern reinterpretation through new seasonal designs—part of an ongoing relationship with the Korean market, where Guernsey Woollens have already enjoyed popularity for the past decade.

This campaign not only paid homage to Guernsey’s iconic maritime knitwear but also explored how timeless, heritage-led design can be reimagined with a clean, modern lifestyle focus tailored to a loyal international audience.

A quiet moment by the harbour in a short-sleeved top inspired by the traditional Guernsey Jumper.

The Brief

The shoot was commissioned to mark a new chapter for H.S Company, who are celebrating 40 years in fashion. Their direction for this collection was inspired by the idea of looking forward while remaining grounded in the past. The aesthetic we aimed for was rooted in maritime tradition, updated with fresh, minimal styling for a modern audience. Think timeless knits, honest textures, and understated functionality.

This idea paired well with the story of Svalbard—a remote Norwegian archipelago that inspired their moodboard. The connection to nature, simplicity, and quiet resilience aligned naturally with Guernsey’s own heritage of craftsmanship and coastal life.

Working with Supply Route as the coordinating production team, I was tasked with capturing lifestyle images and clean product-focused photography to be used across digital and print marketing platforms in Korea.

Casting & Preparation

Before the cameras even come out, casting is key. For this shoot, we were looking for local talent with a down-to-earth, timeless look—faces that could represent the working-class roots of traditional Guernsey fishermen but still carry contemporary appeal.

We ended up casting three models: David, Charlie, and Cat. Each brought a slightly different energy to the set, which helped us vary the tone across the looks. The garments themselves are unisex, so we styled them flexibly across all three.

Styling was handled by a freelance wardrobe stylist I work with regularly (and also part of the Tiger Lily Guernsey team). They ensured that every garment was steamed, paired with subtle, practical accessories, and captured with both form and function in mind. From rugged boots to worn-in jeans, the look was grounded but elevated—true to the brand.

Location Scouting

The shoot took place across Guernsey’s Town Fishing Quay and surrounding harbor areas—a location chosen for its authenticity. We wanted to showcase the garments in their spiritual home: on the edge of the sea, surrounded by boats, ropes, and the hardworking textures of island life. The backdrop itself became an important storytelling tool.

We timed the session to capture the softness of late afternoon light, which helped build a cohesive visual language across both lifestyle and fit-guide imagery.

Worn layered under fishing gear, this short sleeve knit references the Guernsey Jumper without the weight.

The Shoot

Each model wore a full selection of garments including traditional jumpers, crewnecks, cardigans, and zip-up styles. With guidance from the client, we photographed the key pieces in clean, straightforward poses to create "wearing images" for e-commerce and internal fit guides. Cardigans were captured both open and closed for versatility.

At the same time, we layered in more natural, documentary-style scenes that captured movement and atmosphere. Cat was photographed in more lifestyle-led scenes around the leisure boats, while David and Charlie leaned into the traditional fisherman aesthetic, posing with ropes, pots, and heavy-duty waders sourced for the shoot.

Collaboration Across Borders

This project wouldn’t have come together without smooth collaboration across time zones. Working with Supply Route (based in Seoul) meant a lot of communication ahead of the shoot—model approvals, shoot lists, and clarification of expectations around "lookbook" vs "wearing" imagery. The team at Supply Route have a clear vision and a genuine passion for connecting fashion with story-driven narratives.

H.S Company’s creative direction brought a unique perspective too. Their approach to seasonal collections celebrates not just clothing, but human connection, future possibility, and cultural exchange—all filtered through a lens of optimism and design.

Final Thoughts

This shoot was a great example of how traditional craft and forward-thinking design can coexist. The garments themselves are still made in Guernsey using historic knitting techniques—but the styling, photography, and global reach show just how relevant that heritage remains.

It’s always a privilege to help bring that story to life, especially when working with people who care deeply about quality, meaning, and detail.