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·Ulla Johnson
·2024
·Pre-Fall 2025 Campaign

Model squatting in a textured maroon dress and pale boots against a dark curved backdrop for Ulla Johnson.

Model wearing a pale yellow knit top and patterned long skirt standing against an undulating brown fabric backdrop

Model in patterned high-neck dress leaning on a large round prop against a warm draped backdrop

Model in glittering metallic gold ruffled dress posing against a warm studio backdrop for Ulla Johnson Pre-Fall 2025 Campaign

Close-up monochrome portrait of a smiling person showing teeth, captured with a soft blur and high-contrast light.

Model standing on a pedestal wearing a white lace dress against a crumpled cream backdrop.

Model walking in a white dress with black lace trim against a white backdrop with a large black circle

Model wearing a double-breasted denim top and wide-leg trousers seated on a white block against a textured backdrop

Model wearing a mustard yellow laser cut short sleeve top and layered skirt against a dark arched set backdrop.

Model wearing a patterned striped jacket with fringe detail and dark patterned trousers against a textured background.

Model in patterned dress leaning against a sculptural white block with another model walking in background

Model reclining on a white sculptural block wearing patterned boots, fringe skirt, and dark top against a white textured backdrop

Model in grey ruffled sweater and sheer metallic skirt standing barefoot on white blocks against a crumpled paper backdrop.

Model in printed long sleeve dress with swirling fabric backdrop in studio setting for Ulla Johnson Pre-Fall 2025 Campaign

Model wearing a patterned ruffle blouse and matching skirt raising an arm in a moody studio setting

Two models wearing white and gold lace dresses posing together against a draped neutral fabric backdrop

Two models wearing patterned dresses posed against crumpled paper backdrops in a fashion campaign

Two models wearing patterned olive green garments, one holding a curved handbag, against an interior set with warm lighting.

Model in a brown cape-collar jacket and matching flared skirt standing against draped brown fabric backdrop.

Model leaning against draped cream and sage green fabric panels wearing a dark sleeveless maxi dress with lace detailing.

Ulla Johnson Pre-Fall 2025 Campaign 2024

About

The Ulla Johnson Pre-Fall 2025 campaign leans into a tactile, atmospheric aesthetic, emphasizing the intricate craftsmanship and fluid silhouettes of the collection. Captured by photographer Annemarieke Van Drimmelen, the series channels a moody, sophisticated sensibility through a thoughtful interplay of shadow and light. Set against minimalist studio backdrops—often featuring sculptural pedestals, draped fabrics, and earthy color palettes—the imagery highlights rich textures ranging from delicate lace and sheer metallic ruffles to structural denim and fringed accents. With fashion styling by April Hughes and casting by Anita Bitton, the campaign features models Nyakong Chan, Marte Mei van Haaster, and Rayssa Medeiros in composed, contemplative poses. The execution relies on soft, natural light and a warm, muted color story to evoke a refined, editorial mood.