Rule 28 'Outside the Normal Range' studio shoot

To launch Rule 28's new graphic platform aimed at younger, trend-driven customers, we looked to late 90s-00s campaigns by Prada Sport and Jil Sander for inspiration. Stylising everyday movements made by cyclists (reaching for a gel, tightening shoes), this shoot served to communicate Rule 28's repositioning from purely technical into the more fashion-led cycling clothing space.

Photographer: Henry Goodfellow