self-portrait

Flagship store launch

Set in Albemarle Street, the home of art and high fashion, the campaign captured a series of candid images through the lens of street style photographer Yu Fujiwara. Shot on film, the style of the photography played with the digital nature of the campaign while highlighting the accessibility of the luxury brand. Model Hayett McCarthy helped bring to life a real sense of the London aesthetic.

Meanwhile key London locations were overtaken with fly posters featuring the SS18 collection and uber-inspired copy to grab the attention of the millennial audience.