Bringing accessible luxury to Mayfair with the brand’s first London flagship

When self-portrait decided to bring affordable luxury to Mayfair by opening their first physical store, they turned to Spring to help drive awareness to the official opening with a digital and print campaign.

Set in Albemarle Street, the home of art and high fashion, the campaign captured a series of candid images through the lens of street style photographer Yu Fujiwara.

Shot on a film camera, the style of the photography played with the digital nature of the campaign while highlighting the accessibility of the luxury brand. Model Hayett McCarthy helped bring to life a real sense of the London aesthetic.

In the week leading up to the store opening, self-portrait teased images and short films of our model going around the Mayfair neighbourhood on Instagram.

Meanwhile key London locations were overtaken with fly posters featuring the SS18 collection and uber-inspired copy to grab the attention of the millennial audience.