Embedding meaning in what is essentially an aesthetic endeavour is the challenge we set ourselves – what are are we saying, what is our contribution, what is our point of view? When it came to consider flavour – we asked each other what are we driven by, what excites us, creatively? And so begins the quest to make something that is not natural or real – the very opposite. Sometimes something deeper translates and other times what is real, is a convincing enough contribution. We are always guided by an external reference point, something more ‘intelligent’ than the quality of the fabric, the precision of the tailoring and the newness of the look; something that is inherent to ‘our moment’, something we read, saw, identified with and remembered enough to reinterpret. And so this cycle goes. The process of creating a fashion story is never just about the clothes. The working title of this story was ‘The Clothes Are Not Enough’. That we the creators will always seek to create more than a nice picture of a nice dress on a nice looking girl or boy. That we the subjects will always seek more experience and more expression than the clothes we wear. But when a lonely can of Solo found it’s way into a picture, embedding meaning suddenly seemed contrived, what is momentary can still be memorable. ‘Flying Solo’ – a tribute to all things unexpectedly great and coincidentally very delicious.