The UR Not Alone collection from the ANTI collective has been revealed to personify deep, connective expression on a global scale, particularly as it pertains to these challenging times in 2020. The images were photographed in New York, showcasing stories of culture and independence beyond pure aesthetic.

“I envisioned a group of young outcasts, although not completely indifferent, but all who have grown up feeling misunderstood to some degree, and in this case they are somewhat an underbelly of New York subculture,” said ANTI Creative Director, Nick Irwin.

“The whole thing of isolation that we are going through is just as much about breaking out into who we really are, its an entire voice that we are seeing as people are going through this in their own way,” Nick continued. “This shoot captures these visions of young adults being stuck on a roof in New York, only getting out a few hours a day to express who they are. They almost do their own shoot on the daily – creating art to keep them sane.”

Shot in black and white, the images have a bold and audacious feel, carrying on the ANTI ethos of authenticity and the mantra of ‘what do you stand for?’ The images celebrate each unique model with a backseat approach to style, relying on both the product and the individual and honouring distinct details and nuances in the ANTI approach to beauty.

“These individuals stand for their place in the world with the New York skyline in background. The concrete juggle where they live is very much the backdrop of a true collective consciousness,” said ANTI Director and Founder Francesco Ruggerino.

“A little is more when it comes to ANTI – it’s how we talk about a new type of intelligence with hair without compromising the integrity of someone’s style – it’s the reality of who these people are and making them better,” Nick said. The ANTI Everything range – the Everything Shampoo, Conditioner, Spray and soon to be released Cream – were instrumental in creating the aesthetic.

Beyond the looks, individualism and connectivity dually stand out, reminding us of our stories, identity and community, even in troubled times. View the diverse collection below.


Photography: Ben Cook

Casting: Cheeky

Concept: ANTI collective

Hair Director: Nick Irwin

Make up: models’ own

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