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Campaign

ByGeorge SS25

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ByGeorge

Wind, texture, and something a little unexpected. The landscape feels open and quiet, with Highland cows moving slowly through the frame—grounded, steady, almost sculptural. Against that, the clothing feels soft, lived-in, and effortless. It’s less about concept and more about feeling—something warm, slightly surreal, and deeply transportive. Luxury, but with a sense of ease.