Oysho

Jul 2026

For the Oysho Running Capsule S26 campaign, the creative team has crafted a visual narrative that perfectly balances high-performance utility with an editorial sensibility. Photographed by Jonathan Conts, the project transports the viewer to a stark, sprawling quarry, using the rugged, chalky stone landscape as a minimalist backdrop to emphasize the technical integrity of the collection. The campaign channels a sense of relentless momentum, employing live-action technique to capture runners in mid-stride, their movements rendered with a crisp clarity that underscores both speed and endurance. Fashion editor and stylist Ramon Ros curates an aesthetic defined by layered activewear—pairing sheer windbreakers and technical biker shorts with futuristic reflective sunglasses—which creates a compelling visual contrast against the arid, pale terrain. Natural light plays a lead role throughout the imagery, casting sharp, defined shadows that accentuate the functional textures of the apparel while generating a clean, high-contrast look that feels both grounded and aspirational. With contributions from hair stylist Egon Crivillers and makeup artist Paco Garrigues, the models, including Erin Eliopulos, embody a focused, athletic energy. The result is a sophisticated sportswear campaign that moves beyond standard commercial tropes, leaning into a desert-inspired minimalism where performance meets modern design in a sun-drenched, visually arresting display of form and function.

Lifestyle, Commercial

Natural light

Sportswear, Fashion