I am in love with this personal and creative approach to marketing. European clothing brand Edwin invites different photographers to interpret each of their seasonal collections.  The most recent SS11 release is just as beautiful as past iterations with work by photographer Benjamin Robinson*.  Although I do love The Selby,  I prefer Robinson’s approach to environmental portraiture…natural, authentic, romantic and real.

Via the Edwin SS11 catalog:

All of the following photographs were taken in London where we were lucky enough to be invited to friends homes and places they felt were important to them. The photographs were not retouched, leaving the imperfections of life and dust present. The sun shon, then hid behind clouds, spring showers would open up on us and finally the sun would shine again. In essence, a true representation of a spring-summer season and capturing images of real people in their city.

*I couldn’t find Robinson’s work online, so if you have a link to his portfolio, please pass it along. Thanks.