Built For The Few: inside the SS26 campaign
Neon, wet concrete and a single sky-blue suit. How we shot the season that defines the YEG silhouette.
The idea was simple: one suit, one room, one colour of light.
For SS26 we wanted the clothes to carry the image on their own. The cropped jacket and the high-rise pleated trouser were designed as a single line — shoulder to floor — and the campaign had to show that line without distraction.
A room built in red
We built the set around our brand red. Neon tubes were bent into fragments of the YEG monogram and hung across the back wall, so that the logo only resolves when you step back from the image.
We don't design for everyone. We design for the few who notice the difference.
Why sky blue
Against a red room, a pale sky-blue suit does something unexpected: it reads cleaner and sharper than black ever could. It became the colour of the season.
- Cropped Short-Sleeve Blazer in Sky
- Contrast Collar Jacket in Sky / Ecru
- High-rise wide pleated trouser
Every piece in the campaign is in production now and available for wholesale.
