This season we've enjoyed the talents of photographer, Pascal Vossen, in capturing our new Autumn Winter 25 collection. Raised in the Netherlands surrounded by art, nature and a sense of freedom, Pascal has always been drawn to storytelling.

Today, his work includes long-form documentary projects - capturing overlooked human stories with honesty and patience.Keen to bring a fresh eye to the new Kate Barton collection, we were drawn to Pascal's style in bringing the collection to life. Read on to uncover his journey, inspirations and what it takes to create images with meaning.

If you’d told Pascal at 21 that he’d spend the next decade with a camera in hand rather than a law textbook, he might have discarded the possibility of it. Back then, he’d promised his father — who passed away after a short illness while Pascal was still a student — that he’d finish his law degree. So he did. But soon after it became clear that law wasn’t his calling. 

It was the need for freedom, having a curious mind and the desire for storytelling that led him to photography. 

That year out to “work out what he wanted” turned into something much bigger. Travel lit the spark. A Master’s in Photojournalism and Documentary Photography gave it shape. And soon, Pascal was in disaster zones with a writer friend, trying to amplify voices that didn’t make the headlines. “I wanted my work to still have some sense of purpose,” he says.

Fleur, Harper Dress in Charcoal, Kate Barton Autumn Winter Campaign 2025. Photo by Pascal Vossen

Patience, Light and Honesty

Pascal’s style isn’t about the perfect pose or the Instagram-ready smile. It’s about the connection he builds  with people. It’s about chasing light — soft evening light, not harsh midday glare and about patience — waiting for the in-between moments and never giving up on a great story. And it’s about honesty. “A decent camera, the right light and a subject can give you a good photo,” he says. “But a great one? That comes from trust and the desire to get more from the moment.”

His influences include contemporary American photographers such as Bryan Schutmaat, whose portraits of ordinary Americans are raw, real and resistant to gloss. Pascal himself often works with large-format film, disappearing under a cloth so his subjects forget he’s there. That, he explains, is when the truth emerges.

Image taken from the book 'Sons of the living' by Bryan Schutmaat

A Decade with a project

Pascal doesn’t do quick projects. For ten years, he’s been documenting the life of Tommy, a young Swedish man wrestling with fatherhood and repeat imprisonment. The project — Ragga (working title) — has seen Pascal witness the highs and lows of one man, his family, and his community. Now almost complete, it will soon be published as his first book. “None of this can be forced,” he reflects. “You have to know when to step forward — and when to step back.”

Left, Tommy Right, Tommy's Family at their home in Dalarna, Sweden. Photo by Pascal Vossen

Fashion, Reframed

Fashion photography might seem a leap from documenting subcultures in rural Sweden. Yet when Pascal first encountered Kate Barton, something clicked. An aficionado of mens fashion himself he says “Considered clothes tell stories and hold memories. That’s what drew me in.”

Rather than the glamour and rigidity of traditional fashion shoots, Pascal brings his documentary eye to the studio. His images for Kate Barton feel natural, purposeful and a little disruptive. “I don’t have a rule book,” he admits. “For it to work, there has to be trust — between photographer and brand.”

Anna, Edwardian Shirt in denim and the Pinafore dress in Garnet, Kate Barton Autumn Winter Campaign 2025. Photo by Pascal Vossen

Pascal’s Notes to the Rest of Us

* Capture the in-between. Don’t ask people to smile. Wait and watch.

* See the light. Early mornings and evenings are your best friend. Find the subtle movements of light, shadow and how it shapes the world around us.

* Print your pictures. Screens are fleeting — paper lasts. It is the true medium in which to admire photography. 

* Forget social media. Don’t shoot for likes. Shoot for yourself.

* Keep going. Perseverance is as important as talent, if not more.

Pascal Vossen Website