The initiative, directed by Kelvin Jones, came about when Giggs, who is lactose intolerant, approached the Swedish company to share his frustration with the lack of shelf space given to dairy-free alternatives, after he struggled to find his favourite Oatly Vanilla Custard in supermarkets.

Billionaire Boys Club Campaign SS24

A campaign video, pitched around the contribution of contemporary Black British youth culture to the future of the music industry, underscores hyper locality – each artist introduces their London neighbourhood.

Music Video for Aitch