"JOAO"

Joao Camacho, star of the recent Debenham's Valentine's Day campaign, shot on Eastbourne Beach. Wearing Topshop bandeau top, thrifted faux fur To Be Worn Again coat, Dickies belted trousers / floral Urban Renewal muted smock dress, trainers by Nike and Depop beanie. Joao Camacho shot, styled and written by Rae. Shot on a Canon SureShot 35mm 400.

Shot by Rae.

Joao is a 19-year-old, Portuguese guy living in South East England; he is the queen of androgynous dressing and his edgy look landed him a starring role in the new Debenham's Valentine's Day campaign. With a knack for styling Joao was very easy to work with, helping to inspire us as much as we (hopefully) inspire you.

The aim of this shoot was almost inspired by Tim Walker with his dream-like aesthetic; we wanted to show the carefree nature of the sea and those who seek it, the sea being a calm safe-haven for those in coastal towns.

The luxe fur coat representing the winter coat bundles that the sea meets each winter, and the dressing gown you fell asleep in. The floral smock shows the movement of the waves when all is silent, and the prancing, free nature of your dream-like state.

This shoot gives us Gen Z meets luxury editorial, somewhere in the future where Vogue won't blink an eye at a guy in a dress, but for now, we can only dream...

Support Joao's Debenham's campaign at https://www.debenhams.com/content/style-debrief-hub/style-debrief-gifts-our-valentines-day-special.