Yoox

Jan 2024

The Yoox winter 23-24 campaign presents a multifaceted look at seasonal fashion through a series of editorial and commercial photographs. Shot by Hugo Lecrux, the project captures diverse layering and textured knitwear against varied urban settings, ranging from bustling city streets to quiet, dusk-lit rooftops. The visual direction balances candid, movement-driven captures with composed, cinematic portraiture. Production for the campaign was managed by Teresa Boente, with casting directed by Sofia Michaud. The imagery features models Gianne Hillary and Dominik Datko, who showcase the collection's focus on vibrant outerwear, including faux-fur coats and embellished tailoring. Utilising techniques such as natural light, flash photography, and an analogue aesthetic, the work emphasizes the tactile quality of the winter apparel against classical architectural backdrops.

Editorial, Vertical

Natural light

High Street Fashion

Street

Advertising Campaign