In 2021, Huel decided that it was time to take the step into fashion, and bring more than food to their fanbase. The aim was to bring sustainability to the wardrobe through their production methods but also by shifting the cultural perception that fashion needs ‘seasonality’ in its collections, encouraging smaller wardrobes and a longer life cycle for apparel.

We were asked to develop a creative strategy and concept for the launch campaign, as well as to design and execute the photography.

It can be all too easy for brands to claim sustainability, given the generic use of the term - we wanted to demonstrate an elevated consideration of sustainability by showcasing the timeless style and versatility of the range.

We highlighted the versatility of Huelwear pieces by showing them worn in a mix of style contexts, by a range of different people.

The imagery portrays the timeless design of this range, with an honesty that supports Huel’s discussion around sustainability. Our aim was to create an inclusive but inspiring aesthetic, with a Huel attitude.

Partnered with Vetusta