Ulla Johnson

May 2026

The campaign for ULLA eau de parfum by Ulla Johnson masterfully bridges the gap between high-fashion editorial and sensory storytelling. Creative Director Margot Populaire orchestrates an ethereal narrative that leans into the brand’s signature romanticism, utilizing a dreamlike, sun-drenched aesthetic to capture the essence of the fragrance. Shot by photographer Julia Noni, the imagery feels less like a traditional commercial product launch and more like a series of stolen, cinematic moments. The visuals utilize high-key exposure and natural light to create a hazy, golden atmosphere, with lens flares and motion blur adding a tactile, intimate depth to the frame. Fashion Editor April Hughes brings this world to life through a curation of diaphanous slip dresses, intricate lace, and voluminous ruffled gowns, which catch the coastal breeze and underscore the fluidity of the collection. The deliberate focus on skin textures, complemented by the artistry of Hair Stylist Diego Da Silva and Makeup Artist Siddhartha Simone, roots the campaign in a raw, human sensibility. By juxtaposing the sharp, geometric lines of the perfume bottle against the soft, organic silhouettes of the ocean shoreline and pine forests, the project creates a sophisticated dialogue between luxury fragrance and nature, resulting in a cohesive visual language that feels both timeless and deeply emotive.

Lifestyle, Editorial, Cinematic

Natural light

Fragrance, Beauty