THE iconic scenery of the Malvern Hills has a starring role in the latest campaign of a popular British brand.

Key areas in the hills were chosen by clothing company Joules as the setting for the photoshoot to launch its Autumn/Winter range.

The company - renowned for its Britishness - picked the Malverns as the perfect "great British backdrop."

British Camp, the path to the Worcestershire Beacon and Earnslaw Lake all feature in the pictures for the company's catalogue as well as on its website.

The potential of The Malverns was highlighted by the company's photography manager Tom Fray, who spent five years at Malvern College and got to know the hills on his mountain bike.

Mr Fray said: "As a brand Joules is all about captured moments of natural, real family.

"Our theme for the whole of Autumn/Winter is Sunday and within that we had a working title of The Walk.

"We set out with the words in our ears of capturing a real outdoor walk with family and friends set against a great British backdrop.

"We were racking our brains for places we could go with some interesting and dramatic scenery without it looking like an expedition to the top of a mountain.

"I went to school at Malvern College and I said, 'I know where we can go where it's not too challenging but at the same time beautiful and dramatic'.

"It's somewhere I think you can feel like you've really achieved something, like you've had an adventure."

The pictures were shot during a 3-day photoshoot during the May bank holiday with the team based at the Abbey Hotel in Malvern.

Mr Fray said: "The shoot was a very typical bank holiday day on the Malverns. It did rain and it was very windy.

"We were hanging around at the Abbey Hotel watching the clouds and the minute there was a break in them we jumped in the van."

Mr Fray said he knew the area quite well as, as a pupil, he would visit the hills three or four times a week.

He added: "Thanks must go to the Malvern Hills Conservators who allowed us access and were great, very accommodating."