Dagger – AW26

For DAGGER’s AW26 runway show, we collaborated with founder Luke Rainey on a visual concept inspired by the rebellious youth culture of his hometown, Portrush, and the raw energy of early 2000s skateboarding. As part of Reference Studios’ Intervention, Berlin’s Kraftwerk provided the perfect backdrop, its cold, industrial architecture echoing the bleak atmosphere of the seaside town. Rather than approaching the presentation as a conventional fashion show, we wanted to create an experience that felt spontaneous, playful and deliberately unconventional. From a shirtless angel casually drinking a beer to the unapologetic energy of the runway, the show balanced absurdity with melancholy, humour with sincerity, all while preserving the individuality and irreverent character at the heart of DAGGER. Shot entirely on iPhone, we embraced an immediate, unpolished visual language, capturing the show with the intimacy and spontaneity of a personal recording. Yet beneath this deliberately raw aesthetic was a carefully considered cinematic approach, making full use of the device’s capabilities to translate the atmosphere and energy of the runway into a visual experience for those who couldn't be there.