DEFUZE Magazine
DEFUZE is a fashion, art and photography magazine with an online platform and a bi-monthly print edition. Founded in 2011 and based in London, the publication has grown to achieve over 1 million visitors per month.
Overview
Our senior photographer oversaw the creative direction, styling and photography of the DEFUZE Issue 17 cover story titled 'The New Cyclist'. The objective was to make cycling clothing cool, showing the reader that it doesn't have to be all ill-advised lycra and lurid colours. Using a mix of vintage, borrowed and niche label clothes.
Services
Photography
The Challenge
- Make alternative cycling clothing cool again, using preloved items.
Barefaced Solution
- We pulled straight from 70’s sportswear, blending bold colours, racing stripes, and vintage styles with a modern streetwear twist, turning retro kitsch into pure cool.
- Featuring heavy-hitters like Castelli, Campagnolo, and Comme des Garçons, we set the shoot against a raw Brutalist backdrop—concrete, brick, and frosted glass creating that gritty urban contrast.
- Models Gabriella, Sascha, Amy, Zak, and Jess were styled with minimal hair and makeup, embodying fresh, untamed youth and effortless city vibes.
- Shot in both colour and monochrome, the campaign captured the energy of cycling culture and urban rebellion, all wrapped up in a laid-back, summer-in-the-city mood.
