London fashion brand JW Anderson has tapped British fashion designer Bella Freud and Italian director Luca Guadagnino as the faces of its new campaign.

Brand founder Jonathan Anderson (also the new creative director at Dior), revealed his namesake label is currently undergoing a reboot, commenting 'I like to be able to prove something. If I don’t feel like the underdog, I will never work. So, in a weird way, we had to rebuild a platform to become the underdog again. Why? Because, if not, I can’t get up in the morning'.