VICTORIA GRANT
Collars & Cuffs | London Fashion Week
Immersive Photo Experience, Editorial Photography & BTS Film
CooC, The Mandrake Hotel, London

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For the launch of Victoria Grant’s Collars & Cuffs couture collection and her extraordinary surrealist hats during London Fashion Week, I conceived and produced an immersive photo experience at CooC, The Mandrake Hotel — one of London’s most distinctive and atmospheric spaces.

The concept was simple and theatrical: guests were invited to arrive wearing tuxedos and tailored jackets, transforming them into the perfect canvas for trying on Victoria’s new couture collars and cuffs live at the event. What began as a dress code became a creative activation — every guest a participant, every moment a portrait, every photograph a piece of the collection’s story.

This wasn’t the first time Victoria and I had created together. We’ve collaborated on photo booth experiences at Port Eliot Festival and at other fashion events over the years, each one built on the same instinct: that the best images happen when people are playing, not posing. The Collars & Cuffs launch brought that creative energy to its most considered and ambitious form.

Over the course of the evening I shot editorial and portrait photography throughout the space, capturing guests wearing the collection, the atmosphere of the room, the details of the hats and collars, and the full energy of the event. Alongside the stills, I produced and directed a behind-the-scenes film — a document of both the experience and my own process within it, showing how the concept came to life from the inside.

The BTS film was conceived as a versatile creative asset: as much a part of Victoria Grant’s brand story as it is a showcase of the kind of immersive photo experiences JAG Creative Studio designs and produces for designers, luxury brands, events, and cultural moments.

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SERVICES
Immersive Experience Concept & Creative Direction
Editorial & Portrait Photography
Behind-the-Scenes Film Production
Full On-Site Production

CLIENT — Victoria Grant
VENUE — CooC, The Mandrake Hotel, London
EVENT — London Fashion Week