LVMH Prize winners, Marques'Almeida are taking a stance against the norm with their latest campaign, by saying no to Photoshop, celebrities and unrealistic ideologies. The Portuguese duo are rethinking fashion campaigns by capturing everyday people in everyday environments and seeing how they interpret their pieces, gaining a range of different perspectives. Inspired by the 90's nostalgia, the AW 2015 collection also drew reference from late photographer Corinne Day. Divorcing themselves from the norm of marketing the campaign, they personally sent the images through private email, instead of following the conventional route by creating Instagram hype and orchestrated mass PR emails. Giving fashion the new direction it so desperately needs, courtesy of this idiosyncratic approach, Marques' Almeida and their seasonal visual series is everything but basic.