Directed by poet and long-time collaborator Hector Aponysus, the SS18 campaign film exists as a hybrid, a crossover between high-fashion production and the do-it-yourself mentality that drives Liam’s work. The collection, which often carries the legend ‘NOISE’ or a screaming bear motif, speaks for a generation that wants to be cute but everything they have to deal with while moving onwards and upwards is breaking them down. Aponysus’s film attempts to harness this constant visual and audio noise and slow it back down and finishes with the dramatic and impactful burning of the Colourama, taking the film out of its seemingly studio-based context and into chaos.