Summer with Martin Parr
The British summertime is inextricably linked to the seaside, and so when the opportunity arose to work with iconic British photographer Martin Parr to capture our 2025 summer campaign and celebrate recognised British summertime moments, we jumped at the chance, hamper and sun hat in tow.
Martin Parr is known for his vivid, witty and unfiltered portrayal of everyday life and he brought his unmistakable signature eye to the rituals, joys and eccentricities of a quintessential British summer in the imagery he captured for Fortnum’s. From fish and chips on the seafront to finding that perfect spot on the beach laden with more than should be feasibly carriable, each image captures how Fortnum’s iconic food and drink brings joy to the simplest of seasonal moments.
Between shots, we sat down with Martin to discover a little more…
10 Questions in 10 Mintues with Martin Parr
When did you first pick up a camera?
I was with my grandfather, when I was around 10 or 11.
What defines your style of photography?
It's my way of looking at the world, it has taken many years to build an identity for myself.
What is it about people and familiar scenes that appeals to you?
You can never get bored with people and all their quirks.
What’s been your favorite scene to photograph?
I have to confess I love beaches, plenty of space to move around.
How do you achieve the saturated colour? Is there any work done in post production?
Back when I was using film you got good saturation with flash and slow ISO film. Nowadays we are more relaxed and my palette has calmed down.
How did you approach positioning a luxury retailer such as Fortnum’s into your photography style?
Fortnum is such a well-known brand it was a real pleasure to shoot this and at the seaside.
What do you want people to see when they look at your photography for Fortnum’s summer campaign?
I hope they enjoy looking as much as I did taking them.
Is there a dose of your famous humour within them?
People and life always have humour in them, so it is a natural add on.
What is your favourite British summer time memory?
I love bank holidays, when everyone is out and places are busy.
What Fortnum's product would you pack in your beach bag?
I think some delicious biscuits. maybe shortbread?
Working with Martin was certainly a highlight of our summer, and we hope you take much delight in the imagery that you can find here and see when you’re out and about in London.
‘How great to shoot the summer hampers of this British icon, in a classic British seaside location. A fantastic combination, which was a pleasure to shoot.’
Martin Parr
Inspiration
Discover The Journal, home to a host of our most delicious stories.
BBQ Tips
Eau de Nil Summer Edit