Maharishi by Hardy Blechman has been an industry icon since its debut in the 1990s. Throughout its nearly 30 year history, the brand has straddled the line between contemporary menswear and streetwear with its iconic East-meets-West military aesthetic.

The seasonal theme for this collection was heavily inspired by 17th-century artist William Blake’s “The Marriage of Heaven and Hell” text. The collection featured a variety of shattered motifs as graphic prints, with bold embroidery atop military fabrics as a nod to the collection’s themes of contrast.

Blue Owl’s buy for this collection was heavy on streetwear pieces, so I wanted a more industrial setting for the campaign. My team and I scouted a number of locations and landed on a few key spots that provided a weathered urban atmosphere with plenty of open space. Many maharishi garments feature intricate details like embroidery or prints, so I knew one of the big challenges would be creating a setting that provided the proper atmosphere without competing with the clothing. Brick walls, loading bays, and barbed wire fences set the tone, with an emphasis on lower camera angles to add importance to the clothing.

The final campaign featured shattered combinations of photos as a nod to the season’s graphics. Used throughout Blue Owl’s website, social media, and email marketing.