Styling & Wardrobe
From his new base in Saudi Arabia, the footballer discusses what home means to him, how he’s acclimatising, and style influences for Hypebeast’s latest campaign with Replay.
Making a name for himself within the grassroots youth circuit in Brazil, Neymar Jr. was a once-in-a-lifetime homegrown talent and quickly became the newest football sensation in his legend-producing home country. Having spent his 20s in Europe — playing for Barcelona before moving to Paris Saint-Germain in 2017 — he’s no stranger to creating his own home away from home wherever he’s located.
HYPEBEAST TEAM:
Stylist & Wardrobe | James Loach Co + Team
Associate Creative Director | Maude Churchill
Senior Creative | Mia Lim Montesdeoca
Senior Creative Producer | Anthony Ferrieres
Creative Producer | Catriona McCormick
Senior Creative Editor | Ali Mohammed-Ali
Director of Account Servicing | Steph Cripps
Creative Direction & Styling
New-Gen UK Rap & Hip-Hop Sensation SAINTÉ is tapped in to collaborate with Britain’s favourite designer, BURBERRY, for a special feature produced for CULTED Media. Chatting all things Brit, Burberry, London, and Sainté - watch and read the full feature on www.culted.com
Produced by Chyna Richardson & James Loach
Photography & Videography by Jack Chipper
Words by Robyn Pullen
Special Thanks to Burberry and CULTED.
Creative Consultancy & Production
In creative partnership with OKQ agency, James Loach Co. applied creative and community pressure in curating a real-life activation to launch the official 574L sneaker designed by a collaboration with Stone Island & New Balance in Soho’s infamous Vinyl Factory. The 360° activation granted the opportunity for both brands to showcase the DNA of their long-lasting partnership specific to the streets of Soho and identified key voices, stylistic influences and community in the making.
For one day only, Vinyl Factory was transformed into an interactive space in which invite-only guests, VIP and core members of the Stone Island and New Balance family received one-to-one seeding suites, a live panel talk with Ellis Gilbert (@ellisgilbert22), Archie Maher (@arco_maher) hosted by James Loach Co, exploring the integral dots in a bespoke array of archive Stone Island in the ArcoMaher collection whilst connecting Soho as the neighbourhood in fashion putting to work Stone Island & New Balance uniform. To celebrate the collaboration, the space saw an all-star lineup of live performances from Sainte, Korby, and exclusive DJ sets from Brad BB, Huna & James Loach.
Talent & Campaign
James Loach fronts the latest campaign for Tokyo’s illustrious Magic Stick Entertainment, embodying the brand’s distinct fusion of street culture and modern refinement. Shot on location in Shibuya, Tokyo—the heart of the city’s creative energy—the campaign captures Magic Stick’s vision with a contemporary tastefulness partnered with in-house styling in true Tokyo essence. The collection is now available worldwide at select retailers and exclusively at the brand’s flagship store in Shibuya.
UK rap star Dave has joined New Balance as the brand’s latest ambassador — and he’s the face of the footwear label’s latest re-launch of the 1000SL. Wearing New Balance & Stone Island, DAVE stands diligently in the reimagined 1000SL.
Photography & Styling As Exhibited By James Loach
JAMESLOACH.CO - LONDON UK 2025