Shot by Vladimir Kaminetsky, Ernest W. Baker‘s first ever campaign, exclusive to HERO, takes its visual cues from the brand’s guiding aesthetic: raw 70s Americana fused with a European softness, informed by co-founder Reid Baker’s ad-man grandfather, who the brand is also named after. 

“Shooting with Vladimir, who has an ability of capturing spontaneous and natural moments, allows us to achieve beautiful portraits and to explore every individual personality shot in our campaign.”

Across three images, the core ethos of the label is succinctly laid out in generous collar cuts, leather suiting and lush fabrics, a fusion of Euro-American styles and attitudes that feels both nostalgic and progressive across all ages. The dual-heritage of the brand is a reflection of its two founders, Reid Baker and Ines Amorim, who grew up in Utah and Portugal respectively, each with a distinct set of visual codes that have been reconciled through the brand.

For the campaign of their LVMH Prize-shortlisted FW18 collection, the duo cast their friends and family, who each styled themselves in order to “represent the diverse personalities that make up the Ernest W. Baker universe”.

“As this was our first campaign, we wanted it to be personal, a continuation of the same familiar story we have been telling,” the duo tell us. “We cast our friends and family for the shooting, also having them dress the clothing as they felt naturally. This gave a sense of rawness and made the campaign feel uninhibited as it was put together in an honest and real manner.”

For a collection inspired by David Lynch‘s surreal small-town drama Twin Peaks, it’s a set of imagery that feels suitably cinematic and somewhat off-kilter.