Herne the Hunter - Fashion film

Client: People of All Nations

Credit: Creative Concept (Story)

I did this for People of All Nations as a fashion film, but the starting point was never “let’s make something that looks nice.” I wrote the concept as a story first. Not a treatment, not a moodboard in paragraph form. An actual narrative.

At the centre is an older man haunted by what came before. The past doesn’t sit politely in the background, it stalks him. And the only way out is lineage. He hands over his life, his weight, his unfinished business, to his son. The son turns up to take the reins, not as a replacement, but as the next chapter. Inheritance as transfer. Heritage as something you carry whether you asked for it or not.

To make that idea land for the brand, I adapted it through a Germanic folktale logic, the kind of myth where history isn’t explained, it appears. That’s where the figure came from. A demon death hunter on screen. Not as fantasy decoration, but as a physical embodiment of the past. A presence that forces the handover to happen.

That’s the film. Not clothes as product. Clothes as evidence. A world about heritage being passed on, with a mythology strong enough that People of All Nations can live inside it, not just wear it for one season