Home
·Projects
·Ulla Johnson
·2024
·Ulla Johnson Autumn Winter 2024 Campaign

Model wearing a mustard turtleneck sweater and pink coat with hands raised

Two models wearing long yellow ruffle dresses posing outdoors on a grassy hillside under a clear sky for Ulla Johnson Autumn Winter 2024.

Red-haired model wearing a voluminous cream shearling coat outdoors near ancient stone ruins under a clear sky.

Model in blue patterned dress lying down amongst tall grass and red wildflowers

Model in a purple ruffled dress and large bow headpiece reclining on ancient stone ruins in a landscape.

Model in a long black dress standing amid a field of red poppies under an overcast sky.

Red-haired model in a textured beige knit dress seated on ancient stone ruins outdoors

Two female models in patterned olive green dresses posing outdoors among ancient stone ruins under a clear sky.

Model with long dark wavy hair wearing a black bomber jacket standing in a field of red flowers

Model in a striped woolen coat outdoors in a wildflower field for Ulla Johnson Autumn Winter 2024 campaign

Model in a sheer white lace long-sleeve dress posing among olive trees and wildflowers for Ulla Johnson autumn winter 2024 campaign

Two female models in matching patterned dresses posing together in a wildflower field outdoors.

Model wearing a patterned dark coat and holding a black handbag amidst ancient stone ruins and overgrown grass.

Model in a long pink ruffled dress posing gracefully among ancient weathered stone ruins and classic columns.

Model with long blonde hair wearing a beige jacket and trousers holding a shoulder bag outdoors in a meadow with red flowers

Model with long dark wavy hair seated amidst a lush garden of green foliage and vibrant pink and red wildflowers.

Two women in shimmering metallic pleated dresses posing on classical stone ruins with towering pillars.

Model in a burgundy jacket and skirt posing outdoors among ancient stone ruins and green grass.

Model with long blonde hair wearing a patterned paisley dress squatting in a meadow under a clear blue sky

Model in yellow dress posing amidst white wildflowers under an overcast sky for Ulla Johnson Autumn Winter 2024

Ulla Johnson Ulla Johnson Autumn Winter 2024 Campaign 2024

About

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.