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What’s the best way to get a fledging fashion brand noticed? This was the challenge faced by experienced, UK-based art director, Paul Hetherington, and leading fashion photographer, Nick Knight, when they were asked to promote high-fashion streetwear brand, Alyx. The L.A. designer behind this radical label has dressed some of the biggest stars around, including Kanye West and Lady Gaga, but getting noticed in such a crowded field with so many established brands can be a challenge.

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