Soho Based Menswear Brand Percival SS16 campaign

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For the Percival Spring/Summer 2016 collection campaign Joe was called upon once again for his hair and grooming expertise...

"There was no brief for the hair as I have worked with the guys from Percival enough that they trust my judgement, so I based the models looks on what I felt fitted well with the clothing. Both of the models had a lot of natural movement in their hair which I wanted to work with. Richard needed a haircut and a beard trim so we started early so he was fully groomed and ready to be styled for the shoot. Tyler has a really strong look and I wanted to enhance his hair - he normally wears his hair straight but I used his natural curl for a different style."

The shoot took place in a disused warehouse just off of Brick Lane and the set up was very minimal with clean lines and scandinavian style props. The shoot focused on using lighting and creating shadows against an abstract background to really frame the models and concentrate each image on the clothes.

"To work with natural hair and create textured curls with shape and movement I prepped both models hair with Kevin Murphy Motion Lotion and Davines Sea Salt Spray. For Richard I then styled his hair using Davines Moulding Cream to further define his curls, for Tyler I used Kevin Murphy Easy Rider, and I finished both their looks off with Kevin Murphy Session Spray."

Yet another timeless collection from Percival standing by their philosophy of creating everyday clothing with trend-led quality workmanship and clever detailing. We have got our eye on the Japanese Double Denim Outershirt and the Minnesota Tan Jacket. Shop the full collection in New Arrivals on the Percival website or visit their London store on Berwick Street, Soho.

Photography - Ollie Grove

Styling - Chris and Luke (Percival)

Hair/Grooming - Joe Mills, assisted by Luis from Joe and Co.

Models - Richard Biedul and Tyler Rix