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SELF-PORTRAIT
Flagship Store Launch Campaign
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.








In the week leading up to the store opening the brand’s Instagram featured images and short films of a model running errands in the Mayfair neighbourhood.
At the same time, a series of fly posters featuring Self-Portrait SS18 campaign and millennial-inspired copy inviting costumers to drop by was displayed across key London areas.











Creative Director: George Yandell ​
Art Director: Andrew Baker
Senior Editor: Ben Perdue
Creative Copywriter: Andreia Pedro
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