[E250] BREAKDOWN
March 2026:
24-hour non-stop photo-shoot portrays themes of mental resilience and the breakdown of society in latest EBiT™ release for Spring-Summer.
Shot over a continuous 24-hour period, during the Summer Solstice of 2025, from sunrise through sunset to the break of the new dawn the latest EBiT™ campaign to emerge is entitled ‘BREAKDOWN’ [E250]. The result: 25 images - one per hour from 5:34am to 5:34am again - lensed by docu-image maker Laurence Ellis, who also captures video with Super 8 and Samurai stop motion effects empowering the 24-hour natural light cycle from dawn to dusk and back again, from sunrise through baking midday heat to the dead dark of night, as a dramatic backdrop for the latest EBiT™ clothing release.
EBiT™ - Enjoy Being in Transition™ - is not one to create without meaning; never just clothes to sell more clothes. Each creative output is rooted in reference points around our mental health, and the ‘BREAKDOWN’ [E250] project serves a symbolic stance on a common feeling in society today: it’s breaking down. The feeling that everything is breaking down around us. Society, mental health, capitalism. It’s breaking down.
What choices do we have - allow it? Or be resilient. The EBiT™ ‘BREAKDOWN’ [E250] project champions resilience: the human spirit to endure. The need to Breakdown in order to Breakthrough, and with mental resilience, a natural cycle will happen. After every long day a new dawn, and new hope, will rise. ‘BREAKDOWN’ is a call for collective resilience and solidarity.
Featuring throughout campaign imagery is Kay Kamakhya a Milan-based creative working with brands and cultural institutions. Born in India, her work is shaped by a commitment to social and environmental responsibility, using storytelling to advocate for trans rights and more conscious ways of connecting people and the planet.
The collection itself is symbolic of our highs and lows, building on core EBiT™ design codes - geometric patterned knitwear and denim, cocooning gender fluid nature. The octagon represents a powerful intersection of earthly, heavenly, and transitional symbolism, acting as a bridge between the square (earth) and circle (heaven). It frequently symbolizes regeneration, rebirth, and eternal life. In EBiT™ clothing the octagon is interpreted in knitwear, in subtle details on denim and shirting pieces and into a unique branding system, with 66cm long sky-blue label in every garment. New Italian made yarns and fabrics exclusive to EBiT™ are introduced including a multi-color super-soft organic cotton cut across the colors so each item, in each size, has a unique color placement becoming immediately “one-of-one” - a reflection of our individuality as human beings. All EBiT™ production is 100% Made in Italy.
“Our last release was very specific to one element of the spectrum of mental health: bipolar disorder, so in evolving our EBiT™ journey we wanted to zoom out more generalist, opposite in a way, to explore something which it seems the entire of society is feeling: the notion of breakdown. It feels like it’s breaking down around us. That can be negative if one stays there. Hope completes the cycle. The sun always rises no matter how dark the night was. We wanted to commit to this in its execution and resilience, hence the enduring 25 hours, with the summer solstice symbolism and transition from light to dark to light again as a profound and unique backdrop. There is nothing more beautiful than the cycle of natural light over 24 hours, especially as a combat to the age of A.I. imagery and the overall existential threat of artificial intelligence”
- Simon Whitehouse, founder EBiT™
The ‘BREAKDOWN’ [E250] project and collection is available from 19th March 2026 at www.enjoybeingintransition.com and independent wholesale stockists in Japan, UK, Italy and Germany.
MORE DETAILS: contact@enjoybeingintransition.com.
ABOUT LAURENCE ELLIS:
Laurence Ellis is a British photographer who, moving between personal projects and commercial work, has produced a complex body of photographic and video work, offering a contemporary take on the genre of portraiture. He uses both analogue and digital techniques, experimentating with the darkroom and in post-production. Ellis studied Social Anthropology before embarking on a career as a photographer, and he is a regular collaborator with Atmos, Beyond Noise, et al.
Over the past two years, Ellis has worked on several long form photography projects, which include documenting climate change refugees in the Arctic Circle, Indigenous pipeline protest camps in the bayous of Louisiana and Northern Canada, alternative mental health communities in rural Scotland and India, and most recently traveling through central/east Africa, South America and Vietnam exploring the importance of Indigenous knowledge in relation to climate change mitigation and sustainability.
ABOUT EBiT™:
EBiT™ - Enjoy Being in Transition™ - is a collective emerging to progress the dialogue on mental health in the fashion community. EBiT™ challenges our society status quo whilst normalizing vocabulary and conversations on the spectrum of mental health conditions, through creative concepts, collaborations and collections in fashion, music and art. Creative collaborators include(d): Glen Luchford, Indya Moore, Michel Gaubert, Soo Joo Park, M/M (Paris), DJ John Digweed, Italians Do It Better/Johnny Jewel, et al.
ABOUT KAY KAMAKHYA:
Kay is a Milan-based creative producer working across content creation, writing, fashion shoots, and event production for brands and cultural institutions. Born in India, her work is shaped by a commitment to social and environmental responsibility, using storytelling to advocate for trans rights and more conscious ways of connecting people and the planet.
Kay's thoughts from the 24 hours:
During the 24-hour shoot, I had a very strange but powerful realisation about time. We usually talk about time as if it’s something tangible, something we can hold or measure precisely. We say time flies, and often it really feels like it disappears before we can catch it.
But during the shoot, my perception of time shifted. We had a clear goal: to produce the images within those 24 hours. Surprisingly, it didn’t feel overwhelming or monumental. It simply felt like a process unfolding step by step.
What fascinated me was that something that might normally feel impossible to accomplish suddenly became achievable when everyone focused their energy on the same objective. When we shared that collective goal, the work started flowing naturally, and things that once seemed unrealistic were actually completed.
It made me reflect on how we experience time. Most of the time, it feels like it’s escaping us. But when you take ownership of your time and direct your energy with intention, you realise how much is actually possible within it.
Another interesting aspect was how our mental state changed. At certain moments, we weren’t even tired anymore. It felt like we had become part of a system—moving, producing, solving, and continuing without overthinking. There was a rhythm to it.
This experience made me think about the duality of the mind and of life itself. Time can feel overwhelming and scarce, yet in other moments it becomes expansive and almost irrelevant. In a way, time can mean everything—but it can also mean nothing at all.
TEAM BEHIND ‘BREAKDOWN’ [E250]:
_Simon Whitehouse
_Laurence Ellis
_John Skelton
_Kay Kamakhya
_Fredrick Horn
_Matt Gonsalves
