Summary
- Yuki Yagi’s vowels has officially lifted the veil on its Fall/Winter 2025 collection, “everyday life”
- While the range was initially revealed earlier in the year, vowels has now formally unveiled the collection’s striking visual campaign, shot by Nigel Shafran
vowels is a constantly evolving vessel for Yuki Yagi‘s boundless bank of creative inspiration. Piloted by the design principles of Shu Ha Ri, Yagi has built the brand into a versatile cross-cultural hub that not only hones the traditional Japanese concept but also reinterprets it through a global lens.
The brand’s Fall/Winter 2025, formally dubbed “everyday life,” is a prime example of Yagi’s focused vision reframed through a worldly perspective. While the collection revels once again in local craftsmanship techniques, specifically crafted from fabrics in Okayama’s Kojima District, then dyed via the traditional “aizome” method, the adaptable “everyday life” presentation is showcased in a candid new visual campaign shot by London-based photographer Nigel Shafran.
“Memories of being in the Japanese countryside taken back to London,” Shafran reflected on the continent-connecting guiding principle behind the new collection.
“Yuki’s grandmother’s home-made miso, rolling down dangerously steep sand dunes, then closer to home, working all together on Walthamstow High Street, lurking about, laughing, and everyone collaborating together.”
Explore the new vowels range in the Shafran-shot campaign above, and shop the range at the brand’s official webstore now.
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