Wax, a London-based family label, whets our appetite for SS23 with its next campaign featuring a sun-soaked long lunch with its closest friends and family. In celebration of the upcoming SS23 collection, Wax gathered his loved ones to celebrate the longer things in life. It was not just a shoot, but a celebration, an aspirational gathering for Wax’s creative network.

The garments are made from carefully selected materials and designed to be worn repeatedly – all in the spirit of sustainability. For Wax London, good enough is not good enough, as they constantly look for new ways to improve. They are hell-bent on reducing their carbon footprint one step at a time, putting them at the forefront of sustainable design since their inception. Wax is a label for everyone, for people, and for the planet, created with community, culture, and inclusivity in mind. One of Wax London’s core values is the idea of family. They even named one of their signature Whiting shirts after co-founder Tom’s grandfather. The same love and care goes into making each and every garment. Timeless in style, and timeless in durability, the garments are made with an emphasis on quality. The collection is available to buy from 21st March.

Take a look at the campaign images below: