Ulla Johnson: Pre-Fall 2025 Campaign

Dec 2024

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.