Working with Rontrel was one of those collaborations where the brand already had a strong identity and my job was to find the visual language that matched it.
We shot across three environments — a clean studio, an East LA auto shop, and a neighborhood laundromat — and each one pulled out something different from the collection. The studio gave us the graphic, cutout-style images that let the garments speak for themselves. The auto shop put the leather and cargo pieces into a world that felt lived-in and real. The laundromat was where the color story really opened up — pink against baby blue, bold tracksuits against the mundane backdrop of a Saturday afternoon. That tension between the ordinary setting and the elevated fashion is what made those frames work.
What I love about this work is that it doesn’t feel like a lookbook. It feels like these people actually exist somewhere in Los Angeles — which is exactly the point. Rontrel isn’t a brand that asks you to imagine a lifestyle. It shows you one.
Shop the collection at worldofRontrel.com