Project Type: Campaign Styling - Seventh (Welcome Home Campaign)
Role: Campaign Stylist, Image Direction
Season: Autumn / Winter 2024
The Autumn/Winter 2024 campaign marked a pivotal transition for Seventh moving from core streetwear into a more elevated, luxury-informed direction.
Built around the theme Welcome Home, the campaign explored the meaning of home through:
Family
Warmth (physical & emotional)
Connection
Maturity in styling
This season introduced:
Wool knitwear sets
Structured outerwear (Space Coat, Aero Coat)
Elevated accessories
Refined silhouettes influenced by luxury houses
Styling evolved into streetwear couture combining everyday wearability with a more intentional, premium finish.
Segment I
Foundations of Home
Concept
The opening segment establishes the emotional and visual foundation of the campaign introducing multiple family units and defining home as connection, culture, and growth.
Featured Families
Messino Family (Mother + children)
Sahili siblings
Young couple with newborn
Styling Direction
Soft tonal layering
Early introduction of knitwear and denim
Natural, intimate styling to reflect authenticity
Project i - II
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Project i - II *
Foundations (Cloud V2 + Denim)
Segment II
Warmth as Protection
Concept
This segment builds on the foundation by focusing on protection, structure, and parental roles, positioning garments as both emotional and physical armour.
Featured Families
Ayegbusi family (parents + three boys)
Styling Direction
Heavy outerwear focus (Space Coat)
Coordinated family palette
Elevated layering with knitwear
Project III
Project III
Elevated Winter (Outerwear & Knitwear)
Segment III
Growth & Generational Connection
Concept
Explores how “home” evolves shifting into growth, independence, and generational identity.
Featured Families
Mother with three daughters
Styling Direction
Individualised looks within a cohesive palette
Mix of denim, knitwear, and outerwear
More expressive styling per individual
Project IV
Project IV
Denim 440 Capsule
Segment IV
Legacy & Masculinity
Concept
This segment explores male identity, legacy, and partnership, highlighting different interpretations of “home” through men and couples.
Featured Families
Father & son (musician pairing)
Couple (modern partnership dynamic)
Styling Direction
Strong silhouettes (denim sets, coats)
Clean, confident styling
Masculine structure with softness in execution
Accessories
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Accessories *
Segment V
Home as Identity (Finale)
Concept
The closing segment elevates the campaign into a cultural and emotional peak, showing home as identity, safety, and belonging.
Featured Families
High-profile family unit (actor + siblings + cousin)
Styling Direction
Coordinated looks (uniformity = unity)
Elevated casual (luxury loungewear feel)
Strong emphasis on silhouette consistency
this campaign was not just about clothing, but about community, emotion, and evolution for the brand.