Project Type: Campaign Styling - Seventh (People of Paris Campaign)
Role: Campaign Stylist, Image Direction
Season: Spring/Summer 2024
Seventh Spring/Summer 2024 marked one of the brand’s most expansive and culturally driven campaigns to date.
Built around People of Paris, the project explored the intersection of fashion, community and identity, using Paris as both inspiration and backdrop.
Spanning multiple drops, locations and formats, the campaign integrated:
• Street-cast storytelling
• Editorial and product-led shoots
• Short-form documentary content
• A physical pop-up and cultural event during Paris Fashion Week
My role covered campaign styling & Image direction across all segments, alongside partnership and event execution.
Act I
People of Paris (Community & Identity)
The campaign opened with a focus on real individuals within the Parisian creative scene, positioning the collection within lived experience rather than traditional fashion narratives.
Shot across the streets of Paris, this phase introduced a diverse cast of cultural contributors, each bringing their own identity and perspective to the collection.
Objective:
Ground the collection in real people and real culture
Reflect the diversity of Parisian street style
Build authenticity through community-led storytelling
Act I
Brotherhood (Energy & Connection)
The Brotherhood segment became one of the most impactful visual moments within the campaign.
Shot across multiple locations in Paris, it explored themes of friendship, youth and shared experience.
Supported by partners including Adidas and Timberland, the styling balanced uniformity with individuality.
Focus:
• Group styling and chemistry between talent
• Movement-driven, natural imagery
• Reinforcing key pieces (e.g. denim jorts) through repetition
Act III
Product Focus (Form & Function)
A shift toward clarity and construction, this phase highlighted the garments themselves through detailed visuals and controlled styling.
This included:
Close-up product storytelling
Fabric breakdowns
Studio and e-commerce executions in London
Objective:
Highlight material quality and design innovation
Simplify the visual language
Allow the product to lead without distraction
Act IV
Cultural Storytelling (Narrative & Depth)
The most narrative-driven phase of the campaign, focusing on individual journeys, heritage and purpose.
Rather than just styling, this act positioned clothing within real-life context and personal meaning.
Featured Story
Paul Samb
A creative director and community builder, Paul’s story explored identity, heritage and his role in shaping connections between cultures.
Through conversation and documentary-style visuals, the focus was on:
His journey within Paris
His impact through community-building
The intersection of culture, creativity and identity
Featured Story
Lahiru Weladawe (Kolam Paris)
Founder of Kolam, Lahiru’s story centred on culture through food and community.
His narrative highlighted:
Building a restaurant rooted in Sri Lankan heritage
Representing the South Asian diaspora in Paris
Using food as a tool for connection and storytelling
This film added a deeper layer to the campaign showing how identity, culture and creativity extend beyond fashion into lived experience.
Featured Story
Joris Ebong
Lead hair stylist at TChaga Hair Place, Joris’ story centred on identity through grooming and personal expression.
His narrative highlighted:
Barbering as an art form
Building confidence through self-image
Creating space for individuality within everyday practice
This film added a subtle yet powerful layer to the campaign, showing how identity and self-expression can be shaped through craft and daily ritual.
Objective of Act IV:
Add emotional and cultural depth to the campaign
Highlight real stories behind the people wearing the clothes
Position the brand within a wider cultural conversation
Act V
Event & Experience (Physical World Building)
The campaign culminated in a Paris Fashion Week activation, translating the digital campaign into a real-world experience.
This included:
Private showroom & shopping experience
Campaign exhibition (SS Album)
Community-led event with music, drinks and cultural crossover
You played a key role in:
Guestlist curation (VIP & cultural figures)
Partnership alignment
Experience direction
Objective:
Convert audience into community
Extend campaign into a physical environment
Strengthen brand positioning through experience
Act VI
Expansion & Continuity (Drop 3.0 & Beyond)
The final phase expanded the collection and narrative, introducing:
New colourways (Bloom, Matcha)
Accessories (Moon Sac, D7 Cap)
Continued Paris storytelling
This phase ensured the campaign maintained momentum while evolving visually and commercially.
Objective:
Sustain engagement across multiple drops
Expand product offering
Reinforce brand consistency across releases
Role & Contribution
Across the full campaign, I was responsible for:
• Styling across all campaign segments (Paris & London)
• Developing looks across multiple drops and product categories
• Adapting styling direction to different cultural and environmental contexts
• Supporting partnership execution and guest curation for the Paris event
This project required balancing creative direction, scalability and consistency across a high-volume, multi-location campaign.