Ali Ekmekci, a Turkish final year student at London College of Fashion collaborated with Najia Li Saad to shoot his pre-collection. Ekmekci was inspired by the relationship between the media and the working class to deconstruct the power relations depicted through news and late-capitalistic products as an effort to bring the consumer back to its nature. He collaborated with the final year accessories student Rachel Doerk to create the kettlebell bags.

The pre-collection is modelled by Central Saint Martins print student Louis Chang.