Ulla Johnson: Ulla Johnson Autumn Winter 2024 Campaign

Sep 2024

The Ulla Johnson Autumn Winter 2024 campaign translates the collection’s signature bohemian elegance into a series of expansive, pastoral vignettes. Photographed by Yelena Yemchuk, the imagery situates models against the weathered stone of ancient architectural ruins and within lush, untamed wildflower meadows. The editorial leans into a tactile, organic aesthetic, prioritizing rich fabric textures—from heavy shearling and intricate knitwear to delicate lace and pleated metallic gowns—against rugged natural backdrops. Fashion styling by April Hughes grounds the silhouettes in earthy, saturated tones, while the casting, led by Anita Bitton, anchors the atmospheric, film-based visuals. Hair by Laurent Philippon and makeup by Romy Soleimani enhance the naturalistic mood, often mirroring the surrounding flora with voluminous styles and soft palettes. The campaign utilizes consistent natural lighting and an analogue film technique to maintain a raw, cohesive visual identity.

Editorial, Vertical, Earthy

Natural light

Advertising Campaign