Project Type: Campaign Styling - Seventh
Role: Campaign Stylist, Image Direction
Season: Spring/Summer 2025
I contributed to the styling and creative direction of Seventh’s Spring/Summer 2025 campaign a pivotal season that built on the brand’s transition into a more elevated, luxury-facing space.
This campaign focused on expanding the brand’s identity while maintaining connection to its core audience.
Spring/Summer 2025 marked a defining shift in how Seventh approached its audience.
The season was built around two distinct personas:
• Patrick — the elevated, aspirational consumer
• Tommi — the core, streetwear-rooted consumer
SS25 balanced both ends of the spectrum, allowing the brand to evolve without losing its foundation.
The campaign was executed across multiple global locations, continuing the “people-first” storytelling approach.
Role & Contribution
Styling Direction — Project One (London)
• Co-Creative Direction — Seasonal Style Identity
• Development of Dual-Persona Styling Frameworks
• Creation of Styling Packs for International Shoots
• Remote Creative & Styling Oversight (Tokyo & Morocco)
• Campaign Styling Across E-commerce, Editorial & Content
Project One
First Instalment
(home is where the heart is)
(Home / lifestyle visuals)
The first instalment set the tone for the entire season.
Shot in London, this phase reintroduced the “home” aesthetic, creating a familiar yet elevated environment to launch SS25.
Featuring Seri The King, the styling established the new direction through:
• Lightweight fabrics and breathable layering
• Neutral, controlled colour palettes
• Elevated everyday silhouettes
• A balance between streetwear and luxury positioning
This instalment acted as the creative foundation for the entire season.
Project One
E-commerce & Content Shoot
(home is where the heart is)
(Studio / clean product visuals)
Alongside the campaign shoot, we executed a separate shoot focused on e-commerce and digital content.
This phase was more product-led, ensuring clarity and consistency across the website and marketing platforms.
Styling focused on:
• Clean, readable silhouettes
• Accurate representation of fit and proportion
• Layering that translates commercially
• Consistency across all product imagery
This ensured the campaign vision translated effectively into commercial output.
Project Two
People of Tokyo
(Street / Tokyo visuals)
The second instalment expanded the campaign globally through the People of Tokyo series.
Shot across Shibuya, this phase focused on real individuals and cultural expression within everyday environments.
Styling focused on:
• Adaptability across movement and location
• Layering within warmer climates
• Blending identity, culture, and garment
The objective was to maintain authenticity while reinforcing the brand’s evolving aesthetic.
Project Three
Morocco Narrative
(Desert / Medina visuals)
The third instalment introduced a more narrative-driven approach, set in Morocco.
This project explored themes of brotherhood, connection, and environment, using both stills and moving image.
Styling focused on:
• Cultural sensitivity and environmental influence
• Versatility of garments across climates
• Silhouettes that respond to movement and space
This phase pushed the storytelling beyond product into emotion and experience.
Styling Approach
Across all instalments, the styling approach was defined by:
• Dual audience consideration (luxury vs streetwear)
• Structured yet lightweight silhouettes
• Layering as a core design system
• Neutral palettes with refined tonal variation
Each look was built to translate across different environments while maintaining a consistent visual identity.
Campaign Scale & Output
The SS25 campaign was executed across London, Tokyo, and Morocco, producing a wide range of visual outputs.This included:• Multi-location campaign shoots• Editorial and e-commerce styling• Documentary-style films and interviews• Community-driven storytelling (People series)• Global rollout across multiple drops
This project reflects a key transition point for both the brand and my role within it moving beyond styling into creative and directional responsibility.
SS25 required balancing two audiences, multiple locations, and a developing brand identity, while maintaining consistency across all outputs.