WHY RED HOT?
"Guys with red hair don't have the positive role models that girls do in our culture. A male with red hair is not seen as aspirational, culturally speaking, with very few leading men, heroes, action stars or heartthrobs played by men with red hair in Hollywood or on our TV screens. Also the more laddish culture of banter - that maybe is not so prevalent in female friendship circles - creates a fear of speaking out based on the concept of 'it was just a joke'. While many people may argue calling someone a 'ginga’ or any other 'fun' words for people with red hair is just witty banter, for some of those on the receiving end, the impact to their self esteem is felt much more deeply and can have lasting, detrimental effects at school and way into their adult life. Red Hot is my response to this."
So far RED HOT has raised over twelve thousand pounds for Anti- Bullying charities.
THE STORY SO FAR...
3 years ago Thomas Knights had an idea - To put ginger guys in the spotlight like never seen before. To show them as desirable... as alpha males.... Sexual..... Confident.... Heroic... as the ULTIMATE MALE.
No one had EVER done this before in the history of the world. Literally. Never. Ever.
And so began RED HOT his longterm vision to "rebrand the ginger male stereotype".
Immediately it caught the public's attention, then bloggers, then mainstream regional press, then national press, then international press, art press, fashion press, then TV coverage, radio...
All on a global scale.
Before the exhibition had even opened, BuzzFeed published 2 articles featuring RED HOT and they were instantly viewed over 700,000 times and shared over 100,000 times on Facebook. The images have been re-blogged on Tumblr countless times. American talk show Conan O'Brien infamously cut himself into the RED HOT trailer on his talk show. Daily Mail online posted an article that has been subsequently shared 20,000 times. RED HOT was featured in Sunday Times Style, The Guardian, The Telegraph, Hunger Magazine, ELLE, LOOK magazine, Grazia, The New York Times, The Huffington Post, Monocle De Telegraaf, London Evening Standard and many, many, more.Thomas was invited to appear with the models on BBC1's The One Show and the BBC World News.
This was a project that had caught the world's attention. And things were beginning to change on a social level. People were talking about the #REDHOT movement. People were beginning to look at ginger guys in a different light.
Hot on the heels of worldwide press coverage Thomas launched RED HOT: LONDON. Consisting of 64 images and 2 films. The exhibition lasted for 1 week over christmas 2013 at 'The Gallery' on the aptly named, Redchurch street.
Thousands flocked to the vibrant exhibition, and gained a wider understanding of the the struggles ginger guys have in todays society, from the personal quotes next to each portrait.
Hundreds of 2014 calendars were sold, raising thousands of pounds for anti bullying charities and creating quite a stir in offices and homes throughout the world, and the Ada + Nik Vests sold out in no time.
RED HOT's influence was beginning to be seen in the wider world with major fashion brands and magazines endorsing the message, including a campaign for Mulberry starring Cara Delevingne and RED HOT models, Tom Turpie and James Parr.
With gained momentum, Thomas decided to expand the exhibition to a large scale coffee table book called RED HOT 100 “The 100 sexiest RED HOT guys in the world" and set about shooting guys from all over the world for the book and the 2015 calendar, which launched in NYC in September 2014 at the BOSI gallery.
It is currently touring the world.
ABOUT THOMAS KNIGHTS
Thomas Knights began his career as a music producer and performer and quickly realised he also had a talent behind the camera. Inspired by underground visionaries like James Bidgood and Pierre & Gilles, and the greats, like Helmut Newton, Richard Avedon, Guy Bourdin and David LaChapelle, he has a dark, cinematic yet ‘pop’ approach to photography, film and music.
His many music videos for the likes of Marina And The Diamonds, Willy Moon, Karin Park and Maya Jane Coles have amassed millions of views online, and his photography has been featured in Marie Claire, InStyle, Dazed And Confused and Vogue Italia.
All Enquiries - www.thomasknights.com