No Added Sugar, No Added Photographers…

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No photographer names, no model names – just brand anonymity: and the London-based brand is No Added Sugar. Whoever their photographers and stylists are, they’re very good: turning simple promotional shots into works of art that any professional would be proud to have in his/her portfolio. The brand’s fashion identity is retro “school days” styling, and I particularly like the “Crinkle Cut” shorts: the first two with the hoops coming from the same SS14 collection – and generally speaking it must make a photographer’s work easier when there are these lovely soft colours to play with….

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