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James Small S/S12 'Wash'

Konstantinos Menelaou shoots Jaime Winstone in the new S/S12 campaign film for the menswear designer

Directed by producer and art director Konstantinos Menelaou, the new video for menswear designer James Small's S/S12 Collection sees British actress Jaime Winstone surrounded by models in the new range of floral print shirts. As a collaboration with Vauxhall Motors, the short film entitled ‘Wash’ showcases his S/S12 collection ahead of his show at Vauxhall Fashion Scout, featuring the new Vauxhall Astra GTC.

Menelaou, producer-at-large & art director of A Shaded View On Fashion Film Festival by Diane Pernet, shot James’ S/S12 collection for the film soundtracked by East End artist, Actually Huizenga, and also collaborated on a moving image showcase to highlight his collection. James Small Menswear will be showing as part of Menswear day at Vauxhall Fashion Scout held at Freemasons Hall in London.

Dazed Digital: What was the main theme behind your latest collection?
James Small:
The S/S12 collection is inspired by my days in art college when we were allowed to freely express creativity and find our own personal style. I have streamlined the collection into a sleek and romantic vision incorporating the James Small trademark silk shirts and use of floral.

DD: Where did you gain inspiration for the 'Wash' video? Does it accurately portray the brand?
James Small:
I think Wash reflects the inspiration for the collection. It’s also great to work with other brands such as Vauxhall as well as directors and everyone else involved who makes this happen.

DD: Why did you choose to work with Jaime Winstone?
James Small:
I’ve known Jaime for a long time, she’s great fun and great to work which made her the perfect choice for me. We had a great time on set.

DD: What is your favourite piece from the new line?
James Small:
The sheer floral shirt, which are becoming my trademark following S/S11.

DD: What's next?
James Small:
My S/S12 Show on 21st September.