ME+EM

Sep 2024

For the ME+EM Fall 2024 campaign, the brand leans into a sophisticated, urban narrative that redefines luxury fashion through the lens of lived-in authenticity. Captured by photographer Cass Bird, the collection eschews studio artifice in favor of a raw, cinematic energy set against the backdrop of London streets. Creative direction by Ashleigh Barrie focuses on the tactile reality of autumn dressing, emphasizing the rich interplay of textures—from heavy shearling and structured houndstooth to delicate pointelle knits—that define the season. Model Saskia de Brauw brings a dynamic, lived-in ease to the imagery, moving through rain-slicked cityscapes and quiet architectural corners with a poised, natural cadence. Stylist Kate Phelan masterfully crafts layered ensembles that balance professional precision with playful, everyday accessibility, ensuring that every wool coat and crisp collared shirt feels both aspirational and grounded. By utilizing natural light and an editorial lifestyle approach, the campaign transforms mundane urban environments into a stage for modern, functional elegance. The visual identity of the project is solidified by the evocative hair styling by Syd Hayes and polished makeup by Vassilis Theotokis, while the integration of monochrome portraiture and analogue film aesthetics adds a timeless quality. This collection successfully captures the spirit of the contemporary wardrobe, proving that high-end fashion is at its most compelling when it embraces the movement and texture of real life.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion