Mile End Jinx

Mile End Jinx is rooted in East London. The setting could hardly be more ordinary: a fenced basketball court, low-rise housing, patchy summer grass. Into that everyday landscape photographer Lauren Cremer places two figures who look as if they have wandered in from somewhere far more theatrical.

Creative director Giu, who also appears in front of the camera alongside Fern, built the story around that clash. Long platinum hair, black lace and sheer layers belong to a gothic fairy tale; the chain-link fence and the brick buildings belong to an ordinary weekday in the city. The result sits somewhere between a music video still and a family snapshot, with the slightly uneasy charm of a spell cast in the wrong place.

Nat Cole’s styling leans on independent and costume-led design, with pieces from SOS SKYN and Prangsta Costumes, while Martina Dagnese’s make-up and @hopegmua’s hair give the faces a pale, washed-out quality that suits the bright, flat light of the afternoon.

Mile End Jinx is a reminder that the most interesting fashion images in London are often made locally, by people photographing the places they know best.