When Self-Portrait opened its Mayfair flagship, we saw a chance to say something new in luxury. Less polish, more presence.
What if luxury didn’t try so hard? We traded fantasy for familiarity—the everyday elegance of walking to the corner shop in Mayfair, wearing something that feels made for you. The tone was quiet, self-assured, and shot through with London’s creative energy.
We worked with photographer Yu Fujiwara to turn the West End into a catwalk—capturing candid shots, unfiltered moments, and ambient beauty. This wasn’t theatre. It was truth. Starring Hayett McCarthy, the campaign celebrated cool over perfection. Her effortless, self-possessed energy felt like the face of a new luxury—one that could carry a street-style story and still stop traffic.
To amplify the campaign, we created Uber-inspired flyposters using Self-Portrait’s summer collection as the backdrop—short, punchy lines delivered with attitude. These flyposters appeared overnight, taking over key fashion neighbourhoods from east to west London—Brick Lane, Shoreditch, Soho, and Mayfair—driving customers to the new flagship store and giving the brand a bold, street-level voice.