vowels Fall/Winter 2025: Through Nigel Shafran’s Lens

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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

The vowels serve as a continually transforming container for Yuki Yagi’s endless wellspring of creative ideas. Guided by the design philosophies of Shu Ha Ri, Yagi has crafted the brand into a flexible cultural bridge that not only refines the classic Japanese concept but also reimagines it from a global perspective.

The Fall/Winter collection for 2025 from the brand, referred to as “everyday life,” demonstrates Yagi’s clear vision with a global twist. This season, the focus is on local artisanal skills, particularly those found in Okayama’s Kojima District, where the pieces are meticulously crafted and dyed using the traditional “aizome” technique. The versatile “everyday life” line is brought to life in a fresh visual marketing campaign, expertly captured by London-based photographer Nigel Shafran.

Reflecting on memories of rural Japan, Shafran contemplated the unifying theme across his latest designs as they made their way from the Asian landscape to London.

Yuki’s grandmother’s homemade miso is careening perilously down towering sand dunes, eventually drawing nearer to their familiar neighborhood. On Walthamstow High Street, they unite, loitering playfully, chuckling, and contributing collaboratively together.

Discover the expanded collection of vowel sounds showcased in the Shafran-shot campaign. You can purchase items from this range directly on the brand’s online store right now.

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2025-09-03 18:56