If Harry Freegard had a pound for every polaroid he’d ever taken, he’d buy the whole pub a pint come June 21st. But until lockdown lifts, the fashion iconoclast better known by his Insta alias Harrie Bradshaw, will have to make do with reminiscing. “I have stacks of photos that were taken simply to capture gorgeous incidental moments,” he says. “Filled with people enjoying life, brimming with energy.”
Since graduating from fashion design at CSM in 2018, Freegard’s work has found many forms. His Instagram is peppered with playful collages and more-is-more make-up looks, and he recently directed, dressed up, and starred in an irreverent take on Breakfast at Tiffany’s for the launch of Medea’s lipstick holders. He’s been hailed as a hero of anti-fashion fashion, and that’s because his approach always errs on the playful, unpolished side—favouring fun and spontaneity over the rigid rules of the status quo.
And though the candid moments captured in the snapshots that have piled up over the years feel a long way away, Freegard is remaining positive. On his side are Lacoste and Polaroid, who’ve teamed up on a SS21 capsule collection that celebrates life in colour.
Seeing the future through resolutely rose-tinted lenses, Lacoste’s latest offerings see polos, sweatshirts and hoodies rendered in Polaroid technicolour, encapsulating the hopeful spirit of a summer to remember. Continuing Polaroid’s 70-year-long tradition of making memories, Freegard immortalises intimate moments, lensing a cast of his close friends to celebrate the collection’s release.
Taking cues from vintage Lacoste campaigns and the iconic nostalgic quality of Polaroid, Freegard’s images are glowing mementos of a snapshot in time, radiating warmth, happiness, and above all, hope that we’ll soon be together again.
Lacoste x Polaroid collection is available now.
Direction, photography & styling HARRY FREEGARD
Assisted by INDIA HUNNIKIN
Hair JOHN ALLAN
Models GIGI, CHARLEY, NIMIE, JOSEPH, LAURIE, MOLLY, INDIA