Dana Scruggs, Justin French and Campbell Addy photograph a decade of fashion shifts using the Google Pixel 11, with the series heading to ComplexCon’s tenth anniversary.
From Dadcore to the return of baggy silhouettes, Complex and Google Pixel’s Culture in Focus revisits the looks that shaped fashion between 2016 and 2026. The campaign brings together photographers Dana Scruggs, Justin French and Campbell Addy, each interpreting multiple trends through fashion-editorial portraits shot on the Pixel 11.
The retrospective traces a changing visual vocabulary: Construction Couture, Lockdown Leisure, Workwear Revival, Upscale Streetwear and Y2K sit alongside 2025’s Bedazzled and 2026’s Urban Adventurer. Across the series, styling and photographic direction give familiar trends a fresh reading.
The production detail matters. The photographers used the phone’s camera and pro features to capture the portraits, while final images were finished using third-party editing software. Smartphone capture forms part of the creative workflow, with post-production still contributing to the finished fashion images.
The series will appear on digital boards at ComplexCon on 3–4 October, with selected photographs also displayed on a Los Angeles billboard near the LA Convention Center.
Culture in Focus is the second phase of a multi-year partnership between Complex and Google Pixel. Pixel became the company’s official device in 2025, and its editorial team is now upgrading to the Pixel 11 for photography, video and real-time reporting.
When we made Pixel our official device, the goal was giving our team technology that could actually keep pace with how fast culture moves. – Michael Tresvant, EVP of Brand Partnerships at Complex
The campaign places a smartphone inside an established fashion-production process. The device handles capture; the photographers, styling teams and editing decisions determine how eleven years of culture look through its lens.