Photographer Roe Ethridge is primarily known for his fine art images that have appeared at the MOMA and the Whitney Biennial, but his work has also graced the commercial world, via clients like Dazed and Confused, Kenzo, and Pringle of Scotland. With his latest fashion move he's tweaking the idea of luxury cotton, in a new campaign for Supima, the first out of JLF-the new fashion division of Johannes Leonardo.

JLF creative director Ferdinando Verderi chose Ethridge to illustrate the idea that "superior" is a state of mind, a way of life--that U.S. luxury cotton Supima, among other things, can be associated with. That idea is conveyed in a series of juxtaposed images: On the left sits a superior object from the wider world and on the right is an image of a model dressed in a Supima product. Accompanying copy attests to why they merit comparison. Supima imagery from the '50s and '60s served as inspiration for the campaign's playful tone.