Rock star Liam Gallagher has returned to his favourite childhood haunts in Burnage - as the backdrop for a new fashion campaign for his Pretty Green label.
Oasis and Beady Eye frontman Liam handpicked the locations for the arty shoot, which showcases his rock-n-roll-inspired range of menswear and his trademark parkas.
Models are seen having a kickabout at Cringle Fields, looking at records in the famous Sifters shop, and even posing on the street where Liam and his brother Noel grew up in Burnage.
Liam says the new Autumn/Winter 2014 campaign is about going “back to his roots” as his fashion brand celebrates five years of success in the design world.
And as well as those Burnage backdrops, Liam also selected The Ritz as a favourite city centre music venue, The Eagle Inn in Salford for a traditional boozer, and Castlefied as a nod to Manchester’s industrial heritage.
The singer worked with his design director Pat Salter on the look and feel of the new shoot, which is aiming to show how proud the label is of its British roots, and in particular of Liam’s love for his hometown.
The models are pictured having a kickabout on the streets where Liam grew up, as well as at the Cringle Fields on Errwood Road as well as browsing records at Sifters - the record shop that famously gets a mention in Oasis hit Shakermaker. These locations were used for the more casual items in the range, including the trademark Pretty Green logo t-shirt and bomber jackets.
For the images outside the Ritz, a favourite music venue for Liam where he has played with both Oasis and Beady Eye, the models wear the higher end fashions from Pretty Green’s Black Label, with tailored leather and suede jackets.
There is also more modern tailoring in the shots at The Eagle Inn in Salford, the boozer next door to Blueprint Studios in Salford where Elbow famously record.
Design boss Pat says: “Liam is always involved at every stage with the design process and he was very keen to suggest all the locations on this latest campaign. As well as it being a bit of a journey across Manchester, it’s about places that are special to Liam.”
Liam suggested Sifters record shop, and the design team and models got to meet the legendary Mr Sifter who still runs the traditional shop.
Pat says: “He’s a great guy and had lots of memories of Liam visiting the shop to buy his records. He was really accommodating during the shoot, and I’m sure he’ll be happy as one of the models ended up buying quite a few records after the shoot!”
Campaign images for the Autumn/Winter range will be used in magazines, posters and adverts.
Pretty Green has won huge acclaim since Liam started the label in 2009. The store also has branches in London and Glasgow, and a Japanese outlet launched in 2012.