Hollis and Rowe, knitwear

The fall knitwear campaign for Hollis and Rowe: grey paper, oatmeal wool and nothing else in the frame.

Look 04 Campaign

For: Hollis and Rowe
Photography: Sam Okafor
Styling: In house
Season: Fall 2026
City: New York

A one-day studio campaign with a brief I liked: no set, no props, the knit and the person wearing it. The sweater is the label's oversized cable in undyed wool, and the trousers were knitted to match for the shoot.

The wide frame ran on the store windows in New York and Chicago; the profile went on the boxes.

S04 hollis rowe knitwear 02 — Turning so the cable would catch the light.

S04 hollis rowe knitwear 03 — Head and shoulders for the packaging.

S04 hollis rowe knitwear 04 — Hands inside the sleeves, which is how the sweater is meant to be worn.

S04 hollis rowe knitwear 05 — One walk across the paper for the motion frame.

S04 hollis rowe knitwear 06 — The cable up close, every stitch.

S04 hollis rowe knitwear 07 — The profile they used on the store windows.

S04 hollis rowe knitwear 08 — Alone on the paper roll.

S04 hollis rowe knitwear 09 — Full length, for the lookbook.

S04 hollis rowe knitwear 10 — The sweater folded and the yarn it came from.

The whole book: The book