Yu Mei: Ss 23

Jan 2023

For the Yu Mei SS 23 campaign, creative director Justin Woo explores the intersection of structured design and rugged coastal landscapes. The collection features a series of editorial portraits that emphasize tactile qualities through an earthy, desaturated palette, contrasting smooth and embossed leather handbags against textured garments like shearling, wool, and patent leather. Photographer Levon Baird captures the collection across varying outdoor settings, ranging from weathered concrete seawalls to rock-strewn shorelines. Utilizing natural light and analogue film techniques, the imagery achieves a timeless, cinematic quality that highlights the clean lines and functionality of the accessories. Stoj Bulic provided make-up artistry, while hairstyling was led by Diane Gorgievski.

Editorial, Vertical, Warm

Natural light

Advertising Campaign