Quirky poses; simple compositions, natural and direct lighting: Pringle of Scotland’s new advertising campaign for S/S2011 shows the brand’s wish to refresh its image and make it more appealing to a younger crowd.

Young actress Freya Mavor, photographed by Walter Pfeiffer

After working with Ryan McGinley, who did beautiful and conventional shootings of actress Tilda Swinton in Scottish landscapes, Pringle of Scotland decided to entrust its image in the hands of Swiss artist Walter Pfeiffer. Known for his underground style since 1970 and his hedonistic view, the photographer was hired to shoot the brand’s latest campaign with Freya Mayor. The Scottish comedian, now the new face of the brand, played a leading role in the TV series Skin and is worshiped by many British teens.

The Swiss artist is also currently working on a short film to promote Pringle of Scotland’s A /W collection for men.