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Behind the Provence story
For our SS26 campaign, we travelled to the south of France. In the heart of Provence, surrounded by endless lavender fields and a beautiful French house with a charming garden, we brought the new collection to life.
Bathed in soft sunlight and set against the serene landscape, we captured both videos and photography that reflect the true spirit of SS26. From early mornings on set to the warm glow of golden hour, every moment contributed to the story behind this collection.
Take a look behind the scenes of our campaign photoshoot and discover SS26 through our lens.
Warm days on set, surrounded by the beauty of Provence. For YOEK Drop 2, we stayed at an authentic French house near the lavender fields, the perfect setting for our Weekend Escape story.Together with a team of 11 people from YOEK and talented freelancers, we brought the collection to life. From moments around the house to shooting in the charming village nearby, every scene captured the effortless summer feeling of this collection.
In a quiet French village nearby, we found the perfect backdrop for our shoot. The streets were almost deserted, giving us all the space and freedom to create. A photoshoot always looks effortless in the final images, but there’s a lot happening behind the scenes. Planning outfits, changing looks, carrying equipment, checking light, reviewing images, staying on schedule. It’s a team effort from start to finish. Long days, lots of logistics, but most of all: a great experience creating something special together.
Looking back, it was an energising and inspiring few days where everything came together beautifully. From early mornings to the final shots of the day, there was a great sense of teamwork, creativity and fun on set.
We’re excited to share some of our favourite photos from the shoot below, capturing the atmosphere, the locations and the spirit of the collection. We hope they give you a special glimpse into SS26 and the story behind it.
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