With photographer Jack Attridge Hume London introduces made-to-measure knitwear, offering clients the opportunity to create a piece they will not find elsewhere.

The imagery promoting the service draws directly from James’s experience in the Netherlands, where references to history and art play a key role in shaping the brand’s design sensibilities. While visiting clients in Amsterdam, James was struck by the depictions of bounty and luxury found in the still-life paintings at the Rijksmuseum.

In the campaign we wanted to indicate the special nature of each made to measure garment. They are imagined as precious as a guava specially shipped from South America, with pomegranates glittering like jewels and skulls offering a slightly morbid reminder of life’s timeline and of the longevity of a beautifully crafted piece of clothing.