# Intimate Fashion Photo Essays Mallet Pays Homage to Pellicci's, "A Home from Home" By Kalin Ned | Published 2022-11-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/fashion-photo-essay References: [mallet](https://mallet.com/collections/aw22-clothing) An aesthetically striking and intimate fashion photo essay marks the release of Mallet's [Autumn/Winter 2022 collection](https://www.trendhunter.com/trends/auteur-studios-fall-2025). The campaign carries a discernable sentimental value, celebrating Mallet's owner and creative director's London origins. For Tommy Mallet, who is a "true London lad," Pellici's "has always been [a home from home](https://www.trendhunter.com/trends/back-to-the-city)." To non-British people, Pellicci's is " representative of the classic British ‘caff’, a hub for the local community, family run for over a century." To pay homage to this safe haven, Mallet staged a shoot and produced a fashion photo essay on the premises of the establishment. While the photographs surely call attention to the fashion brand's new Autumn/Winter 2022 range, they also tell the story of the genesis of Mallet. It is important to remember your origins, especially for a brand that continues to develop, pivot, and change. Image Credit: Mallet ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 85% | Activity: 44% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Intimate Fashion Photo Essays:** Brands can create powerful narratives and emotional connections by producing fashion photo essays that honor their heritage and tell the story of their origins. - **Celebrating Local Hubs:** Highlighting local establishments and businesses in campaigns can foster community connections and create brand loyalty through shared values and experiences. - **Sentimental Value Marketing:** Marketing campaigns that evoke sentimental value and memories can resonate with consumers on a deeper level and establish a strong emotional connection with the brand. ### Who This Affects Most - **Fashion:** Fashion brands can create emotional connections with consumers by producing photo essays that celebrate local businesses and honor their brand's heritage. - **Hospitality:** Hotels, restaurants, and cafes can collaborate with brands to showcase their space as a local hub and create meaningful partnerships through shared values and experiences. - **Marketing:** Marketing agencies can help brands leverage the power of sentimental value and storytelling in their campaigns to create deeper emotional connections with their target audience. ## Related on Trend Hunter - [British Youth-Culture Photography Books](https://www.trendhunter.com/trends/home-and-away.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Identity-Exploring Clothing](https://www.trendhunter.com/trends/shapes-we-take.md) - [Pre-Fall Romantic Luxe Outerwear](https://www.trendhunter.com/trends/london-a-love-affair.md) - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [City-Themed Luxury Fashion Campaigns](https://www.trendhunter.com/trends/back-to-the-city.md)