vowels Captures “everyday life” in Fall/Winter 2025 Campaign Shot by Nigel Shafran
LONDON – Yuki Yagi’s vowels has officially launched teh visual campaign for its Fall/Winter 2025 collection,”everyday life,” offering a compelling look at the brand’s fusion of Japanese tradition and global perspectives. The images, captured by acclaimed London-based photographer Nigel Shafran, debuted following an initial collection reveal earlier this year.
vowels, guided by the Japanese design principles of Shu Ha Ri, consistently evolves as a platform for Yuki Yagi’s creative vision. This season’s offering demonstrates Yagi’s commitment to honoring local craftsmanship-specifically utilizing fabrics from Okayama’s Kojima District and traditional “aizome” dyeing techniques-while together presenting a relatable, internationally-inspired aesthetic. The campaign’s release marks a key moment for the brand, signaling a broader accessibility to its unique design philosophy and handcrafted pieces.
Shafran’s work embodies the collection’s core concept: a bridging of cultural experiences. “Memories of being in the Japanese countryside taken back to London,” he explained, outlining the guiding principle behind the visual narrative.
The photographer further detailed the inspiration,referencing “Yuki’s grandmother’s home-made miso,rolling down dangerously steep sand dunes,then closer to home,working all together on Walthamstow High Street,lurking about,laughing,and everyone collaborating together.” This blend of personal memory and collaborative spirit is vividly reflected in the campaign imagery.
The complete vowels Fall/Winter 2025 range is now available for purchase via the brand’s official webstore.
