University News Last updated 06 June
HADES, a British knitwear brand known for its bold, artistic designs, has photographed its new collection inside the Grade I-listed building in the heart of the city centre.
The historic venue, with its stunning stained-glass windows, intricate mosaic floors, and grand wooden staircases, provided a striking backdrop for the shoot.
HADES Studio Manager Emma Lawson, herself a BCU alumna, commented: “I was always envious of my friends who studied in the School of Art - it’s an incredible space, rich with history and creativity.
“Seeing a building that’s more than 200 years old still being used as a hub for artistic innovation is amazing.
"When planning our latest campaign, I knew it would be the perfect location.”
Founded in 2016, HADES, who first gained recognition for its classic knitwear, draws inspiration from literature, music, and art. The decision to shoot in Birmingham reflects the brand’s commitment to celebrating British craftsmanship and creativity nationally.
With its origins dating back to 1843, Birmingham’s School of Art, which is located in Margaret Street, is the UK’s largest dedicated art school outside of the capital, training hundreds of students each year in fine arts, sculpture, and contemporary design.
Its alumni have played a key role in shaping the region’s creative landscape, contributing to cultural landmarks such as the Ikon Gallery.
Nathan Tromans, Head of the College of Art and Design at BCU, highlighted the university’s ongoing role in nurturing artistic talent.
“BCU has a long-standing commitment to supporting our students beyond graduation,” he said.
“As an anchor institution for Birmingham, we’re proud to see internationally recognised brands like HADES collaborating with us, reinforcing the city’s reputation as a centre for creativity.”
HADES’ latest collection launched this Summer with a continued focus on championing responsible design.