Ideology on the Park Hill Estate

Sheffield based clothing boutique Ideology recently worked with photographer India Hobson to shoot their latest lookbook on the city's Park Hill Estate.

The brutalist apartment blocks, which depending on your point of view are either iconic or infamous, were constructed in the late 1950s amidst a fervour of post-war homebuilding to replace old slum terraced housing. They received grade 2 listing status in 1998 and, following a period of decline were recently redeveloped by Urban Splash.

Ideology, which stocks both mens and womenswear by the likes of APC, Ally Capellino, Margaret Howell and YMC, used customers and friends as models for the shoot, aiming to create a natural and 'real' look that they felt would represent the store and what they are about.

Ideology have a shop in Sheffield and an online boutique at

Images by India Hobson