Various Campaigns: YU MEI FW 25

Feb 2025

The Yu Mei FW 25 campaign presents a series of clean, studio-based portraits that highlight the brand's latest collection of leather bags and accessories. Photographed by Esther Theaker, the project centers on model Aminat Muhammad, utilizing bold, saturated backdrops and neutral settings to draw focus toward the tactile interplay between garment textures and structured handbag silhouettes. Fashion editor Vanessa Coyle curated the styling, which pairs contemporary tailoring and layered outerwear with the brand’s accessories. The imagery leans into an editorial aesthetic characterized by bright, even lighting and minimalist framing. Hair styling by Kei Terada and makeup by Crystabel Efemena Riley maintain a polished, consistent look across the series, ensuring the craftsmanship and hardware of the collection remain at the forefront.

Editorial, Vertical, Clean

Natural light

White Seamless

Advertising Campaign