Ulla Johnson: Ulla Johnson Autumn Winter 2025 Campaign

Aug 2025

The Ulla Johnson Autumn Winter 2025 campaign positions the collection against a series of raw, coastal landscapes, drawing a direct line between the brand's intricate knitwear and the organic textures of cliff sides and sandy dunes. Captured by photographer Josh Olins, the imagery leans into an earthy, editorial aesthetic that emphasizes the tactile nature of the garments, from metallic-threaded lace and ruffled silks to structured denim and shearling. Creative direction by Margot Populaire anchors the series, orchestrating a sequence of desert-inspired and shoreline portraits that utilize soft natural light to highlight deep, autumnal palettes. Fashion styling by April Hughes pulls together complex layers, balancing the volume of the collection with sculptural leather accessories and metallic accents. Featuring models Aivita Mūze and Nyaduola Gabriel, the campaign prioritizes a refined, grounded visual narrative through the use of analogue film techniques and a warm color grade.

Editorial, Vertical, Warm, Earthy

Natural light

Advertising Campaign