Introducing YMC’s Pre-SS24 campaign titled “Bringing it All Back Home”, a tribute to late co-founder Fraser Moss. The imagery 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.



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.”



The music that accompanies the film is a collaboration between Phoenix Moss and Douglas Hart. 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.”



Photographer Lynette Garland, Stylist Mark Anthony Bradley, Models Biba Moss, Phoenix Moss, Katy Weaver, Molly Dobson, Kier Lau, Vincent Malloch, Stylist Assistant Felix Forma, Retouching Justine Foord

Directors Lynette Garland and Douglas Hart, Photography Douglas Hart, Models Biba Moss, Phoenix Moss, Katy Weaver, Molly Dobson, Kier Lau, Vincent Malloch, Stylist Mark Anthony Bradley, Music and Film Edit Gully, Music Phoenix Moss, Stylist Assistant Felix Forma

Jody Moss, Vanessa Garland, Atticus Morgan, Christine at The Copper Kettle Cafe, Pontypridd, William at The Princes Cafe, Pontypridd and The Riverside Bar, Newport