She Wears It Well

Online store The Great-Divide has bucked the trend of bearded models, using a female to front its latest campaign.

The She Wears It Well editorial, shot by Lee Goldup, pulls together a number of brands, including Our Legacy, Penfield and Soulland. The London-based fashion photographer has previously worked for the likes of New Balance, Reebok and Dunlop.

Using what the site describes as its top tier labels for the lookbook, which also features Pendleton, BWGH and Armor-lux, Goldup and The Great-Divide deliver an athletic aesthetic.

Tourne de Transmission also makes an appearance, not long after the brand revealed its hi-top trainer collaboration with Hudson.

On the choice to use a female model, Great-Divide owner Stephen Monaghan says the approach mimics couture styling.

“…coat hanger-esque models accentuate garments. I wanted men’s athletic silhouettes to hang off a female form. Plus cute girls look good in menswear, fact.”

Founded in 2011, The Great-Divide houses around 60 brands across fashion, footwear, grooming, accessories and homeware.

All pieces featured in the She Wears It Well campaign are available online now. Prices range from £30 for t-shirts going up to £300 for outerwear.

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The Great-Divide ‘She Wears It Well’ Lookbook