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Pretty Green’s Summer 2026 collection continues the brand’s connection to British music culture, combining heritage references with a modern approach to casual dressing. Shot on location at Lunar Studio in East London, the campaign reflects the label’s ongoing interest in classic silhouettes, statement prints and relaxed styling influenced by the energy of the 1970s.
The imagery moves between softer lifestyle moments and more structured editorial compositions, allowing the collection to feel both wearable and expressive. Across the series, the styling balances terrace-inspired essentials with more distinctive seasonal pieces rooted in rock culture and vintage design.
The collection introduces several key lines that shape the season’s direction. The Feltham Collection appears throughout the campaign, with lightweight outerwear and relaxed layering forming the foundation of the looks. Utility-inspired jackets and smocks are paired with straightforward separates, creating outfits that feel practical while still carrying the brand’s signature identity.
Alongside this sits the Outro Collection, which introduces graphic elements and more defined styling references. Seasonal outerwear, printed shirts and textured knitwear draw from classic rock aesthetics, while updated fits keep the collection grounded in the present.
Paisley remains central to Pretty Green’s visual language, appearing through shirts and statement prints influenced by Art Nouveau and the work of William Morris. These details bring movement and texture into the collection without overpowering the overall styling.
The colour palette supports the relaxed tone of the campaign, moving through shades of khaki, teal, black and soft neutrals. Styled with simple footwear and layered basics, the collection captures an effortless approach to dressing, rooted in both music culture and everyday wear.
Throughout the imagery, there is a clear reference to the spirit of Led Zeppelin and seventies counterculture, but interpreted in a cleaner, more contemporary way. The result feels familiar without becoming nostalgic.
@prettygreenltd
Photographer: @sseannewtonn Stylist: @benianjames HMUA: @cmstanley13 Photo Asst.: @fenn_reeves Producer: @rory_dunn Asst. Producer: @kate.ferguson Models: Mohammed @Models1 Casper @WModels
Lunar Studio provides a setting that complements the campaign’s visual identity effortlessly. Originally built as a warehouse in the 1930s, the restored space combines architectural detail with flexible studio design, creating a location that can shift between moods and styles throughout a production.
The open-plan layout and modular furniture allow the interiors to be reconfigured according to the creative direction. In this campaign, the mix of mid-century influences, textured surfaces and soft natural light supports the relaxed yet styled tone of the collection.
Large north-facing windows provide consistent daylight throughout the main studio space, creating a soft, even atmosphere throughout the shoot. Wooden panelling, curved architectural details and vintage furnishings add warmth and depth to the imagery, helping the clothing feel grounded within the environment.
The faux rock wall and sculptural staircase introduce more dramatic visual elements, while the conversation pit and adaptable furniture layouts offer flexibility for editorial compositions. The studio moves comfortably between clean modernism and retro-inspired styling, making it particularly suited to fashion campaigns with strong cultural references.
Beyond its visual appeal, Lunar Studio also offers practical production benefits, including generous ceiling height, roller-shutter access, and separate crew spaces, supporting larger shoots with ease.
At SHOOTFACTORY, locations are selected for their ability to support strong creative concepts, and photography studios offering the versatility and character needed for fashion campaigns shaped by culture and identity.
For Pretty Green’s Summer 2026 collection, the space served as a backdrop that reflected both the heritage references and the contemporary styling within the range. The balance of retro detailing, natural light and modular design allowed the production to move through different moods while maintaining a consistent visual tone.
For brands working with music-inspired fashion, editorial storytelling and adaptable set design, Lunar Studio stands as a distinctive London location with both personality and flexibility.
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