Hera London
Premium fashion | On-model e-commerce, flat lay, campaign and video
From one product
to 300 images a season.
A six-year production partnership with Hera London, spanning on-model ecom photography, product flat lays, campaign video, website banners and social assets across every seasonal campaign from launch to acquisition.
The Brief
A new streetwear brand launching with one sharply defined product: ultra-skinny jeans for men, precision-cut for a close, sculpted fit.
Hera London launched in 2015 with a clear founding idea: jeans designed for a generation that wanted to look sharp without looking formal. The product was distinctive, the ambition was high, and the brand needed to feel established, desirable and culturally credible from its first campaign.
The visual identity needed to appeal to a style-conscious audience, particularly men with athletic builds, while giving the brand enough polish to attract attention beyond its initial customer base.
In 2015, fashion e-commerce was being pulled in two directions. Established brands still leaned heavily on polished campaign imagery and controlled lookbooks, while Instagram was changing how younger fashion audiences discovered, judged and shared brands. Hera needed to sit between those worlds: premium enough to feel aspirational, immediate enough to belong in a social feed.
For a new fashion brand, credibility has to be visible before it is proven.
6
Years of annual production
£5m
Confirmed turnover by 2019, from £25,000 startup capital
300+
e-commerce assets for a seasonal production
The Deliverables
On-Model Photography
200-plus on-model e-commerce images across 50 garments, four images per item
Product flat lays
100+ product flat lay images across the full garment range
Banner Video
One 30-second hero campaign film plus three 10-second social cutdowns
Campaign Photography
4 hero campaign seasonal website banners
Social
Campaign film cutdowns and photography crops for social formats
The OutcomeHera grew from a single-product launch into a multimillion-pound fashion brand worn by figures including Hailey Bieber, Brooklyn Beckham, Sofia Richie, Lewis Hamilton and Alexis Ren.
The brand reached a reported £5 million turnover by 2019, as documented in trade press at the time of acquisition in 2021. The images JCA produced gave Hera a premium, culturally credible presence from its first shoot, supporting the brand as it attracted celebrity attention, built a loyal following, and scaled through direct-to-consumer digital channels.
JCA shot every campaign for Hera London throughout the founder-led growth period. Following the brand's acquisition and change in ownership, the creative partnership naturally concluded. The brand had grown from one defining product and a handful of hero images to fully integrated seasonal productions spanning film, photography, e-commerce and social with individual campaigns reaching more than 300 assets.
The visual foundation built in 2015, held the brand's identity throughout its entire growth period.
Flat lays
Click play to watch the full
Campaign Video
