Universal Works, a UK-based menswear brand, recently unveiled its 2017 Fall/Winter collection.
In an effort to bring more attention to the high-end looks that comprise the collection, the brand lensed a rather obscure editorial. Throughout the images, male muses pose in stop-motion fashion against a wall, making it look as through they were in the middle of performing some strange athletic feat. These poses vary, however one shot that especially stands out shows a man seemingly suspended in midair with his legs crossed, as he models an ensemble of bright yellow rain gear.
Another image within the Universal Works editorial shows a man posing with his back on the ground with his feet and hands in the air, which makes it look as though he's just fallen backwards from a great height. As the apparel within the collection is rather simplistic, the brand's use of creative imagery is important in that it helps to captivate consumers.