Introducing YMC’s Pre-SS24 campaign titled “Bringing it All Back Home”, a tribute to late co-founder Fraser Moss. The campaign features Fraser’s children Phoenix and Biba, and was captured in Newport, the town in which he grew up.

Photographer Lynette Garland grew up with Fraser in Newport, while stylist Mark-Anthony Bradley, one of Fraser’s oldest friends, attended fashion college in the city. The music that accompanies the film is a collaboration between Phoenix Moss and Douglas Hart.

Speaking about the campaign, Lynette Garland said:

“I wanted to acknowledge Fraser’s importance in my life. We both grew up in Newport, South Wales and hung out there as teenagers in the early eighties. He was a one-off, obsessive about his style and image, which changed constantly. We moved to London together and began a new adventure, but Newport was where it all started.

The idea for the shoot was based on the gang of friends Fraser had back then as a teenager. I wanted to somehow recreate the feel of that time and place by going back there and having his son, Phoenix, his daughter, Biba, and their gang of friends as models.”

Speaking about the partnership, Phoenix Moss said:

“Working with Douglas was an amazing opportunity to be further involved with a project which holds a lot of personal emotion. The film captures our friendships with a beautiful sensitivity so creating a piece of music which reflected the mood, the location and the whole feeling without detracting from the moving image was key.”

FILM BY LYNETTE GARLAND & DOUGLAS HART
STYLING BY MARK ANTHONY
MUSIC BY PHOENIX MOSS