A celebration of modern day and past subcultures, the SS18 campaign features real people from varied disciplines including music and art
Baracuta has long been a brand that crosses culture and economic boundaries and it’s G9, the original Harrington jacket, has a heritage of being adopted by a number of British youth subcultures; from the Mods in the 1960s to the Scooter Boys, Punk, Ska and Brit-pop movements in the 70’s, 80’s and 90’s.
As part of its Spring Summer 2018 Advertising Campaign, Baracuta enlisted a group of names that embodied the brand’s mentality and spirit. Those featured include Death in Vegas frontman Richard Fearless, artist Sonny Hall, Slaves guitarist Laurie Vincent, musician Oscar Sheller, artist and campaigner Ikeda Goulding, and models Jack Laver and Omari Phipps.
In the campaign film, Laurie Vincent explains that Baracuta means “Two tones, skinheads, reggae, all the British stuff…culture stuff that I grew up listening to.” The project was shoot by photographer Jacopo Benassi , a prolific contemporary Italian artist.
A large part of Jacopo’s work is based on portraits, a genre in which he is probably one of the leading Italian artists today. Set around London, the campaign showcases the best of British subculture expressing themselves in the reworked classics from the collection.