The thing about fashion photography for me is this: usually it’s a wild mix on a scale from commercial to art. It takes a whole team to SELL you the clothes. To me, that’s not all fashion photography should be. Realising that fashion is how people style clothes and make an item their own is what I admire truly. I want to see items on real people, in various scenarios, worn and styled however they feel it represents their individual fashion sense best. 

So that’s what I did. I asked three models to pick an akjumii coat from the website (adapted to whatever version they would wear) and put together an outfit to wear with the coat.

I wanted to get the coats from the product shots onto the humans in real life. In a way that felt true and authentic to the person wearing the coat. That’s what fashion is all about, after all: expressing yourself.

We shot a beautiful little campaign on three entirely different sets, all featuring entirely different people. 

All wearing the same coat. 

So, a little over a year and four shoots later, the photos were published in a magazine. It was a slow collaboration — fitting for a slow fashion company. However, for me, it was the first time I got to create for a brand so trusting, they literally just let me work on my vision until I got it right. I was allowed to incorporate my values into all parts of the production process and give my models their creative freedom, too.

I am endlessly grateful to everyone involved in this project.