When Kelly and Caroline led the photography.

In their studio in Ouseburn in Newcastle.

I said I didn't want to see all of the pieces in the images.

I said it wasn't really about how the pieces looked.

I said it was more about how the pieces made you feel.

Hidden.

So a lot of the product detail.

Especially in the ambient photography at the website.

Is hidden.

So whoever looks at the image.

Has to fill the gaps themselves.

Imagining what it'd feel like on them.

Imagining what it'd look like on them.

Because everything looks different depending who's wearing it anyway.

Always Wear Red.

Always Wear Red pieces become yours.

They change with you.

Like really good jeans do.

They wear in.

Not out.

And that's why I said it wasn't really about how the pieces looked.

I said it was more about how the pieces made you feel.

So the photographs.

Especially the darker ones.

They hide the detail.

And I like that.

I like how imagination is part of the process.