A campaign with Yu Fujiwara for the new Self Portrait London flagship store shot on nearby streets to create a real connection between the brand and the iconic Mayfair neighbourhood.

Set in Albemarle Street, the home of art and high fashion, the campaign captured a series of candid images through the lens of street style photographer Yu Fujiwara. Shot on film, the style of the photography played with the digital nature of the campaign while highlighting the accessibility of the luxury brand. Model Hayett McCarthy helped bring to life a real sense of the London aesthetic.