Yuki Yagi’s label vowels has officially introduced its Fall/Winter 2025 collection, titled everyday life. Initially revealed earlier in the year, the collection now takes shape through a striking visual campaign shot by London-based photographer Nigel Shafran. Known for his candid and narrative-driven lens, Shafran captures the cross-cultural essence that defines the brand.
Guided by the Japanese design philosophy of Shu Ha Ri, Yagi continues to reimagine traditional concepts through a global perspective. The collection reflects this ethos, blending heritage craftsmanship with contemporary adaptability. Fabrics sourced from Okayama’s Kojima District have been crafted with precision and dyed using the traditional aizome method, reinforcing vowels’ commitment to authenticity and detail.
Memories Across Continents
The campaign draws inspiration from Shafran’s reflections on memory and place. “Memories of being in the Japanese countryside taken back to London,” he explained, describing the guiding principle behind the imagery. His narrative spans from Yuki’s grandmother’s home-made miso and adventures on steep sand dunes to collaborative moments on Walthamstow High Street. The resulting visuals bridge geographies while celebrating shared human connections.
Craft and Collaboration
With everyday life, vowels continues its evolution as a vessel for Yagi’s creative vision. The campaign highlights not only the brand’s technical artistry but also its emphasis on collaboration and cultural storytelling. By weaving together local craftsmanship, personal memory, and international influence, the collection reinforces vowels’ place as a label that honours tradition while reaching outward to a global audience.
The collection is now available to explore in the Shafran-shot campaign and can be shopped through the brand’s official webstore.