Founded in Singapore in 1996 by brothers Charles and Keith Wong, footwear company CHARLES & KEITH began by selling shoes bought from wholesale suppliers. Before too long, the brothers ditched this idea and began making their own designs, listening to customer feedback to tailor and refine their creations. Now, the label is making its entrance to the European scene.

Unsurprisingly, the two quickly made a discovery: listening to the women wearing your products actually works! From that point onwards, the two brothers have aimed to cater for women keen to add their own creative interpretation to their favourite outfits; the newly-released AW18 campaign, titled ‘Make Your Mark’, reinforces this ethos by encouraging women to take control and embrace the joy of putting together a genuinely different look.

The campaign imagery itself is lensed by Harley Weir, the trailblazing photographer renowned for her unconventional twist on the ‘female gaze’ – and shooting the first lady of punk herself, Dame Viv for Dazed’s latest issue. Weir brings her unique aesthetic – one rooted in a blend of energy, intimacy, and sensuality – to the table, easily encapsulating the strength and modernity that Charles & Keith set out to communicate.

An accompanying campaign video is more free-spirited; models Elizabeth Davidson and Rose Daniels make their mark (literally) on a London rooftop and generally embrace the carefree attitude that defines the new collection. Ultimately, the message is simple: fashion is about creativity – and embracing the joy of dressing up on your own terms.

Watch the campaign video below, and head to the CHARLES & KEITH website to see the full collection.