Self-Portrait
Bringing accessible luxury to Mayfair with the brand’s first London flagship, this campaign played with conventions using a street style photographer, Yu Fujiwara, to elevate the everyday and capture a series of candid moments with model Hayett McCarthy.
All shot on film or iPhone, the style of the photography played with the digital nature of the campaign while highlighting the accessibility of the luxury brand.
In the week leading up to the store opening, self-portrait teased images and short films of our model going around the Mayfair neighbourhood on Instagram.
Key London locations were overtaken with fly posters featuring the SS18 collection and uber-inspired copy to grab the attention of the millennial audience all driving awareness to the official opening launch date.
Bringing accessible luxury to Mayfair with the brand’s first London flagship, this campaign played with conventions using a street style photographer, Yu Fujiwara, to elevate the everyday and capture a series of candid moments with model Hayett McCarthy.
All shot on film or iPhone, the style of the photography played with the digital nature of the campaign while highlighting the accessibility of the luxury brand.
In the week leading up to the store opening, self-portrait teased images and short films of our model going around the Mayfair neighbourhood on Instagram.
Key London locations were overtaken with fly posters featuring the SS18 collection and uber-inspired copy to grab the attention of the millennial audience all driving awareness to the official opening launch date.
