“Wouldn’t it be interesting if the neighbors recognized me?” asks Saul Nash when we speak a few days before his photograph becomes plastered on billboards across London.
Nash and a number of his collaborators appear in his eponymous brand’s Fall/Winter 2026 campaign, photographed by Laura McCluskey for their partnership with billboard company Build Hollywood.
The designer grew up in Hackney, which accounts for 13 of the 37 billboard sites erected on Monday morning. The London borough is also where the campaign images were shot. “It’s almost like we’re putting Hackney on a billboard,” muses Nash.
It’s all part of Build Hollywood’s Your Space Or Mine initiative, which, according to their website, is built to give artists and creatives a platform on the street. “We believe the street is one of the most important spaces for culture — a place where ideas can be seen, shared and experienced by all. The fashion strand of the program gives us an opportunity to champion exceptional young designers and bring their work into that space, giving them the scale and visibility they deserve,” said Khaly Nguyen, marketing director at Build Hollywood.
It took almost two years of back-and-forth emails to make the partnership happen, but for Nash, it was worth it: “Build Hollywood doesn’t just give you advertising space; they really respect the artistry of what you are doing,” he says.
“Saul Nash is redefining what fashion can be, bringing movement, music, and culture together with a point of view that is unmistakably his own,” adds Nguyen. “He represents a generation of designers who are challenging where fashion belongs, who it speaks to, and how people experience it. We’re excited to see what happens when Saul’s world takes over the streets across the UK.”
Billboard campaign imagery shot by Laura McCluskey and designed by Thomas Coombes.
Photo: Laura McCluskey
“A billboard is a chance to capture new people who might not necessarily know your world — as opposed to, let’s say, a brand’s Instagram, where people land only if they are already interested in this space,” continues Nash. “I found it a very useful exercise to think: ‘If somebody’s never heard of your brand, what’s the one essence that you want them to take away from what they see?’”
The moment feels particularly special because the brand hasn’t activated in London for a while. After about five years of presenting his collections during London Fashion Week, Nash moved the brand’s shows to Milan Men’s in January 2025. That transition is reflected in his design language, which over the last few seasons has evolved from pure sportswear, informed by Nash’s experience as a choreographer and dancer, towards something a little more tailored.
