York Fashion Week is the city wide event that brings together retailers, designers, venues, models, stylists and creatives with over 25 events in 5 days. NIMA are proud founders and partners, with Nicky Hayer in the role of Creative Director.
To drive PR and raise awareness for the overall event, YFW needed a 2022 campaign that would showcase the diversity and vibrancy that it brings to the city.
After careful review of the 2022 plan, we created multiple concepts that could showcase York Fashion Week in a new and interesting way. The final concept was voted on by a team of creatives, who opted for the “Gargoyle” theme.
The Gargoyle theme took inspiration from York Minster. We chose a series of “personalities” that we see across the building and brought them to life with our own models and brands. Strength, Regality, Intellect, Femininity and Minx.
How we supported the campaign
The shoot took place across the city. Five personas brought to life but in a new and modern way.
Featuring Rachel Peru whose personal attitude towards growing old gracefully, embracing your own sex appeal and always carrying a Queen like confidence, left us inspired. Rachel wore a powerful pink outfit by Hope Fashion, with jewellery by Palenque Jewellery.
Brought to life by the brilliant Iman, who wore a fantastic piece by Worn Words and accessorised with glasses by Rae and Rae Opticians.
Tal Goldstein was the perfect model for the role of femininity. A beautiful person with a softness and inner confidence that worked perfectly with an interesting outfit by Elara Moon and with a flower crown by Belle Blooms.
The Minx was perfectly captured by the wonderful Sara Anson whose playfulness and charming features made her an obvious choice. Wearing a vintage dress from Dog & Bone Vintage and with pops of colour from Palenque Jewellery.
The final images featured in publications across Yorkshire, and ended with an exhibit held at Hiscox Building on Peasholme Green.
Selected Client Work