FARM BOYS

Our SS'26 campaign, Farm Boys, draws on gay and queer men’s deep history of hidden intimacy and discreet desire. We reframe longing as something tender, playful, and nostalgic.

Inspired by Howard Hoffman and the soft-focus eroticism of 80s adult magazines, the campaign, Farm Boys, follows Paolo Busti and Mathis Chevalier, photographed by Luke Abby, as they explore lust, romance, and companionship in the UK countryside.

The campaign is told through editorial stills on film and digital, tongue-in-cheek casting videos, and nostalgic nods to 80s erotica.