Lyle & Scott and Rio Ferdinand Foundation give Salford teenagers the chance to create their own campaign

Scottish menswear brand Lyle & Scott has teamed up with the Rio Ferdinand Foundation to give young people in Salford, Greater Manchester, hands-on experience of how a professional fashion campaign is made. Rather than watching from the sidelines, the participants were put in charge of the creative process themselves.

The initiative took place at Salford Youth Zone and brought together eight young people with an interest in photography, videography and styling. They were mentored by three Greater Manchester creatives: photographer Liam Maxwell, videographer Chris Croft and stylist Heaven Wondim.

From brief to final shot

Under the guidance of their mentors, the group worked through each stage of a campaign, from style briefs and brand guidelines to location scouting, image capture and shot selection. The young people then brought the campaign to life themselves.

The photography and video created during the project will form a Lyle & Scott campaign centred on Salford and its young creatives. The brand will share the content across its social channels and wider platforms and distribute it to media, while the Rio Ferdinand Foundation will also showcase the work.

To support the participants beyond the day itself, Lyle & Scott provided cameras and styling kits for them to take home. The young people will also be earmarked for future opportunities, with the aim of turning a single day of experience into a longer-term pathway into the creative industries.

Mentors with industry experience

Croft, who led the videography mentoring, works directly with Rio Ferdinand on video content and social media for Rio Ferdinand Presents. He has also worked with a range of high-profile musicians and footballers.

Maxwell led the photography sessions. His work spans artists including Thom Yorke, Alt BLK Era, Richard Ashcroft and South Arcade, as well as brands such as Manchester City and major music festivals, and he also mentors aspiring photographers.

Wondim, who led the styling sessions, had her first professional job with Lyle & Scott and Footballer Fits. She has since worked with brands and organisations including West Ham United, Puma, Glamour UK and Culted.

Part of a wider partnership

The Salford project forms part of a broader partnership between Lyle & Scott and the Rio Ferdinand Foundation, which focuses on providing resources and opportunities to young people who may otherwise have limited access to them. The partnership also includes global kit drops, workshops, local football tournaments and three internships at Lyle & Scott offered through the foundation.

Founded in 2012, the Rio Ferdinand Foundation uses sport, music, fashion, media and wider youth culture to connect young people with experiences, skills development, training and employment opportunities. According to the organisation, it has supported more than 15,000 young people across the UK and Ireland.