Jaded London: ‘DUSK’ Collection Campaign shot in Cairo

Jan 2025

The DUSK collection campaign for Jaded London transports the brand’s signature streetwear aesthetic to an arid, expansive backdrop in Cairo. Shot across the desert landscape, the series captures a distinct intersection of fashion and historical topography, framing silhouettes against the geometry of ancient pyramids and rugged, rocky terrain. The imagery leans into a Y2K-inspired sensibility, utilizing natural light and golden hour tones to highlight the textured fabrics, metallic graphic prints, and distressed denim central to the collection. With makeup artistry by David Gillers, the visuals maintain an atmospheric, earthy palette that bridges the gap between commercial lifestyle photography and editorial storytelling.

Editorial, Earthy

Natural light

Desert

Advertising Campaign