WE11DONE

Aug 2024

For the Fall 2024 ad campaign, luxury fashion house WE11DONE leans into a dreamlike, cinematic aesthetic that masterfully bridges the gap between structured tailoring and avant-garde lifestyle photography. Under the creative direction of Dami Kwon and Jessica Jung, the campaign captures a sense of disjointed nostalgia, utilizing vintage-inspired interiors—marked by dark wood paneling and floral wallpaper—to frame the label’s latest collection. Through the lens of photographer Marili Andre, the imagery adopts a sophisticated editorial minimalism, balancing sharp silhouettes with fluid, relaxed poses from models Matilda Liedholm and Nanne Groenewegen. The styling, helmed by Lotta Volkova, serves as the collection's heartbeat; utilitarian black leather jackets, oversized double-breasted blazers, and vibrant knitwear are elevated by unexpected textures, such as ribbed leg warmers and structural accessories. Expertly supported by the hair artistry of Holli Smith and makeup by Yadim, the project excels in its high-contrast color palettes and precise use of natural light, which highlights both the grain of the wood surfaces and the tactile quality of the fabrics. The resulting campaign is a masterclass in modern luxury fashion imagery, where casting by Ashley Brokaw ensures a diverse, arresting presence that feels both grounded in commercial sensibilities and whimsically detached from reality. Each frame reads as an exploration of character, transforming static indoor environments into scenes of dynamic, gravity-defying grace that firmly cement WE11DONE’s reputation for innovative creative production.

Editorial, Lifestyle, Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion