Paul shoots his mainline campaign, in the consistent style that he has created over the last three seasons.
Models are captured looking straight, engagingly to camera, often the eyeline directly connecting with the viewer. The simplicity and starkness of the backdrop, allows the viewer to focus solely on the clothes and character of the models.
The lighting for AW12 is softer than that of previous seasons, and the light to dark contrast on the model's faces allow a moodier feeling. Skin tones have a translucent feeling, due to the moodier light applied by Paul.