The AW14 campaign and collections were inspired by beetles and their armoured, shiny exoskeletons. This idea was developed into the concept of shooting the campaign in a grocery store, with the model surrounded by fruit and plants – the colourful organic fruit, hardened with the cold edges of the boxes and the fridge used. We wanted the light and models hair to feel almost alien, with tones of purples and greens and a light ethereal skin tone. We used black fruit containers to create texture in the back of the fridge, creating an almost fetishistic backdrop.