Project Type: Campaign Styling - Seventh (Stillness Autumn/Winter Campaign)
Role: Campaign Stylist, Assistant Creative Direction
Season: Autumn/Winter 2025
I contributed to the styling and creative execution of Seventh’s Autumn/Winter 2025 campaign Stillness.
This season marked a refined transition into the brand’s luxury positioning, building on the foundation established in Spring/Summer 2025 while elevating both product and storytelling.
Autumn/Winter 2025 represented a pivotal moment for Seventh.
For the first time, the brand introduced a season-wide campaign identity Stillness centred around intentionality, reflection, and design clarity.
The campaign balanced:
• A stronger move into luxury positioning
• Retention of core streetwear audience
• Expansion of product categories (notably knitwear & outerwear)
• A dual-demographic strategy (Patrick vs Tommi)
• Introduction of D7 (Daily Seventh) as an accessible sub-line
Role & Contribution
• Lead Styling Multiple Campaign Shoots
• Styling Direction Support Across Season
• Assistant Creative Direction
• Style Direction Development (Dual Audience Focus)
• Set Styling & On-Set Execution
• Collaboration with External Luxury Stylist (Beams & Catalogue)
Creative Direction Framework Dual Audience
This season continued the development of two core audience archetypes:
Patrick
• Elevated, luxury-focused consumer
• Blends streetwear with tailoring
• Aspirational, creative industry positioning
Tommi
• Core streetwear audience
• Younger demographic (approx. 16–25)
• Price-conscious, culturally rooted
AW25 placed stronger emphasis on Patrick, while still maintaining accessibility through Tommi and the D7 line.
Instalment i
Stillness Campaign (Wool Knit Capsule)
(Project 1 — Shoot 1)
The first instalment introduced the Stillness concept through the Wool Knit capsule.
This marked a shift towards:
• Elevated materials (heavyweight wool blends)
• Refined silhouettes
• Minimal, intentional styling
Styling focused on:
• Clean, composed looks reflecting “stillness”
• Emphasis on structure and softness
• Neutral tones and texture-led storytelling
Stillness
Autumn/Winter 2025.
An introduction to Stillness a study of form, texture and intention.
(Project 1 — Shoot 2)
Featuring BenjiFlow, this instalment returned to a home environment reconnecting with Seventh’s original visual identity.
The concept explored:
• Family, community, and support systems
• Intimacy and authenticity
• environment storytelling
Styling approach:
• Soft, lived-in feel
• Layering within domestic settings
• Balancing luxury knitwear with everyday realism
Instalment II
The Support System (Campaign Narrative)
the Support System
Rooted in family, faith and connection this instalment brings the human side of the collection into focus.
Instalment III
Community & Physical Activation
(Event + Campaign Extension)
This phase extended beyond imagery into real-world engagement through:
• Café Vins community event
• Album listening experience
• Direct audience interaction
Focus:
• Translating brand into physical space
• Strengthening community ties
• Styling within live environments
Instalment IV
D7 (Daily Seventh Launch)
(Sub-brand — Tommi Audience)
D7 was introduced as a response to the core streetwear audience.
Positioning:
• Everyday wear
• Performance-driven basics
• Accessible price point
Styling direction:
• Simpler, functional looks
• Street-focused silhouettes
• Clear contrast to mainline luxury pieces
Instalment V
Stillness Catalogue (Main Campaign Shoot)
(Shoot 3 — Full Lookbook)
The Stillness catalogue marked the core visual identity of AW25.
This was the most structured and refined shoot, introducing:
• Full outfit building
• Layering systems
• Expanded knitwear and outerwear
Styling focused on:
• Cohesive head-to-toe looks
• Silhouette balance (volume vs structure)
• Elevated winter dressing
This phase also reflected collaboration with a luxury-focused stylist, particularly influencing:
• Fabric pairing
• Proportion control
• Styling restraint
Instalment VI
Seventh Woman
(Catalogue Extension)
Introduction of womenswear styling within the Stillness framework.
Focus:
• Feminine interpretation of core pieces
• Balance between softness and structure
(Collaborative Capsule)
A key moment within the season, merging:
• London streetwear
• Japanese design sensibility
• American workwear references
Styling approach:
• Minimal but intentional
• Focus on form and fabrication
• Cultural balance across aesthetics
This project required alignment across:
• Multiple teams
• International audiences
• Collaborative design language
Styling Approach
Across the entire AW25 season, the styling direction evolved into a more refined and intentional space:
• Elevated minimalism
• Strong silhouette control
• Texture and fabrication focus
• Reduced layering noise
• Clear separation between luxury and street
The goal was to allow garments to feel considered, premium, and timeless.
Campaign Scale & Output
The Stillness campaign was executed across:
• Multiple campaign shoots
• Studio and location environments
• International collaboration (Japan — Beams)
• Community events
• Digital content (film, vlog, BTS)
Deliverables included:
• Campaign imagery
• Lookbooks & catalogue
• Product-focused content
• Documentary-style video
• Social-first storytelling.
This project reflects a significant step in my progression moving beyond styling into creative and style direction.
AW25 (Stillness) required balancing:
• Luxury vs accessibility
• Product vs narrative
• Community vs aspiration
It represents a full-season contribution across concept, execution, and storytelling at scale.