“Awe is defined as an emotional response to perceptually vast stimuli that transcend current frames of reference” — a guiding statement for @L.Holl from the Journal of Personality & Social Psychology for our latest SS23 editorial.



Visually referencing this academic paper, photographer Jay Bing captures the visceral states of awe, the self and enablement against the evolving terrain of the Bedruthan Steps Beach in Cornwall, UK.



Pertex® outerwear rendered across light outerwear and midlayer styles are showcased atop the rugged hillsides and the tawny sand beaches of Cornwall, alongside the Thor Rain, a new addition to the SS23 outerwear category and a quietly technical rendition of a menswear staple.



The paper concludes “Awe arises in evanescent experiences. Looking up at the starry expanse of the night sky. Gazing out across the blue vastness of the ocean. Feeling amazed at the birth and development of a child.” – It places less emphasis on the individual self and may encourage people to forego strict self-interest to improve the welfare of others.