With a new range of apparel comes a new campaign. Counter Cultures latest apparel range is showcased in a campaign titled – URBAN LOVE.
The story is of a rebellious rich suburban girl who is attempting to piss daddy off and conform to abnormality by falling hopelessly in love with an aspiring musician from the city. The love story is told through 6 separate picture collages, each with lyrics to a song written by our struggling musician, describing the undying love that the couple have for each other. The entire campaign was shot on a FujiFilm X100f by resident photographer Gerrit Van Zyl. The campaign’s creative direction came from Counter Cultures own, Luke Van der Merwe. The idea behind a black and white campaign was to portray the dark and grungy expectations of this abnormal relationship but also highlight the love they have for each other.
The Urban Love Story is set to release on Monday the 26th of June & all apparel from the range will be available in store from Tuesday the 27th of June.
Special thanks to:
Photographer: Gerrit Van Zyl
Female Model: Tasmin Hibbert
Male Model: Chad Whitby