Yu Mei

Jan 2023

The Yu Mei SS 23 campaign captures a series of editorial portraits set against rugged coastal shorelines and weathered concrete textures. The imagery emphasizes tactile contrasts, juxtaposing smooth leather accessories against voluminous fleece, glossy patent leather, and tailored wool coats. Creative director Justin Woo establishes a sophisticated, contemporary aesthetic defined by a neutral, earthy palette and minimalist composition. Photographer Levon Baird utilizes natural daylight and soft, overcast lighting to highlight the clean lines of the bags, which serve as central focal points throughout the series. With makeup by Stoj Bulic and hair by Diane Gorgievski, the campaign features diverse casting, leaning into raw textures and candid, timeless expressions. The project integrates elements of analogue film and clean editorial styling to ground the accessories in a tactile, outdoor environment.

Editorial, Vertical, Warm

Natural light

Bags & Accessories