Fashion Photography Project

British luxury sock brand Jemsox has partnered with Nottingham Trent University to deliver a live fashion photography project. Designed to connect emerging creative talent with real-world industry experience, with British wool at the heart of the brief.

The collaboration invited 22 Fashion Photography students from Nottingham Trent University to respond to a client brief for The British Boot Sock Company. And showcase Jemsox’s premium collection made using 100% British wool.

VIEW ALL STUDENT COLLECTIONS HERE

The Project Outline

The project celebrated the versatility, traceability and heritage of British wool. While challenging students to reinterpret a traditional product through a contemporary editorial lens. Over five weeks, students created high-end fashion imagery exploring themes including British heritage, craftsmanship and sustainability.

Unlike a traditional university assignment, the brief was structured as a live commercial project, giving students direct experience of working with a luxury brand. Participants developed concepts, pitched creative ideas and responded to professional client feedback throughout the process.

The final work was presented to the Jemsox team before being showcased at a public exhibition in Nottingham. Highlighting both the creative and technical achievements of the students involved.

Scott Sawyer, Ecommerce and Marketing Lead at Jemsox, said:

“This project was about giving students a genuine insight into how a luxury brand operates. We wanted them to think creatively but also commercially, and understand how to translate an idea into something a brand can actually use.”

Brand Built on British Wool

Founded in Leicester in 1970, Jemsox continues to focus on quality craftsmanship and heritage materials, with British wool remaining central to its collections.

Ben Pain, Owner of Jemsox, said:

“Jemsox was started by my grandfather with a clear focus on producing the finest socks possible, and that commitment to quality still defines the brand today.

“It has been incredibly exciting to work with the creativity and talent coming through at Nottingham Trent University. Seeing how students interpret British wool and heritage through a modern, editorial lens has been genuinely inspiring.”

Emerging Creative Talent

A judging panel selected one winner and five runners-up based on creativity, interpretation of the brief and alignment with the Jemsox brand.

Winner Madison Flower will now collaborate with Jemsox on future projects over the next 12 months. The runners-up were Evie Absolom, Eleonor and Emma, Fionn Daly, Rob Smith and Freddie Rapp.

Selected student work will also feature across Jemsox’s digital and print channels, giving students exposure within a commercial luxury brand environment.

Louisa Knapp, Marketing Executive at British Wool, said:

“These brilliant young creatives combined the humble wool sock with the visual language of high fashion, completely transforming how it is perceived. It was incredibly difficult to choose a winner, but Madison’s interpretation of the brief stood out from the start.”

Supporting the Future of British Wool

The collaboration reflects Jemsox’s commitment to supporting emerging creative talent. While reinforcing the relevance of British wool within contemporary fashion, design and storytelling. It also aligns with our ongoing work to champion the British sheep farming industry and strengthen the UK textile supply chain.