WAX London — Shooting SS in Cape Town

Cape Town makes everything look inevitable. The light there — that particular quality of southern hemisphere afternoon light that sits low and golden and seems to last for hours — is its own kind of collaborator. WAX London understood this when they chose the city for their Spring Summer shoot, and the results prove the logic absolutely correct.

The collection

WAX's British heritage — the brand takes its name from the wax-print fabrics central to West African textile traditions, adopted and reimagined through a distinctly London creative lens — finds new resonance against South African landscapes. There is something right about photographing clothes that carry both British and African histories in a city that holds multiple identities simultaneously.

"We wanted backgrounds that had weight. Not just pretty. Actually weighted with something."

The collection itself reads as WAX's most confident to date — shirting in lighter-than-air cotton poplin, wide-leg trousers that suggest tailoring without imposing it, outerwear that functions as much as it flatters. The colour palette borrows from the shoot location: warm terracotta, dusty sage, the bleached-out cream of sun-dried walls.

Scouting the light

IMAGINE's photography team spent three days pre-production scouting locations across the Cape peninsula — from the industrial architecture of the harbour to the bouldered coastal paths near Boulders Beach. The final selection balanced the architectural and the natural in proportions that feel earned rather than calculated.