ELIRA COLLECTION
STRATEGY
BRANDING
DIRECTION
MANAGEMENT
PRODUCTION
PHOTOGRAPHY
content
The challenge
The Elira Collection was never meant to be captured through simple product photography. the client wanted a campaign that went deeper, one that felt editorial, cinematic, and unapologetically high-end, while still holding true to the brand’s essence of slow fashion, timeless quality, and women feeling empowered and beautiful. The challenge was to take a collection of bold prints, raw hems, sandy neutrals, cactus greens, and unexpected bursts of colour and transform it into a story that women could see themselves within, a story that would connect not only through imagery, but through emotion.
The creative process
My vision for Elira began with the desert. vast, raw, and untamed. Bold, unapologetically beautiful, and entirely itself, it felt like the perfect mirror for the elira woman. I introduced the idea of the wild woman as the campaign’s creative thread: free in her movements, unafraid of the unknown, grounded yet powerful. The models were directed to embody the desert itself, carrying its energy through every frame.The slow fashion ethos revealed itself in the way the pieces were styled and captured, timeless in their presence and natural in their flow. The quality of the garments was highlighted through close details and textures that caught the sun, while empowerment was expressed through strong silhouettes and unapologetic poses. The desert became not only a backdrop, but a character, a silent force in dialogue with the clothes and the women who wore them.The RESULT
The Elira Collection campaign positioned the brand that does more than design clothes, it crafts worlds for women to step into. The imagery carried the mood of an editorial spread, elevated yet intimate, cinematic yet authentic. Alongside the striking campaign photography came social-first reels and behind-the-scenes storytelling, adding texture and honesty to the polished visuals.The result was a campaign that embodied the essence of the wild woman, unapologetic, untamed, and free, while staying deeply rooted in the brands promise of slow fashion, quality, and empowerment. It was not just a launch; it was a love letter to the women who choose to live boldly, beautifully, and entirely as themselves.