Adam Mufti is a London based filmmaker and director. Having created films and installations for leading fashion brands as well as having directed the restoration of Guy Bourdin's unseen film archive for the V&A, Mufti lends his innovative eye to F&F SS14.
What was the inspiration behind this F&F shoot?
I wanted to bring the spirit of the collection to life with the vibrancy and textures of Rio. I wanted to build on the story that we set in the last two F&F adverts, in a way that felt fresh and new and that hadn't been seen before.
And where do you look for inspiration?
I often find the most valuable inspiration comes from things outside of what you're looking at. For this project, the biggest inspiration was going to Rio and getting a feel for the city as I haven't been there before.
What is the most amazing thing you have seen recently that you had to capture on camera?
That would be my 9-month-old boy laughing and having fun.
You have worked with some very stylish individuals including Karl Lagerfeld and Björk. Whose personal style do you most admire?
From a clothing perspective it would be David Hockney, Simon Schama, Margaret Thatcher - she dressed pretty well - Cary Grant, Ingrid Bergm... people who make it look effortless.
What will you be wearing this summer?
Jeans and a t-shirt.
Flip flops or no flip flops?
If you're on a beach, yes. If you're in a city, no (unless it's Rio!)