Spring/Summer 2024

Spring/Summer 2024 brought my background in tennis into the world of YONY. The concept paired the coming-of-age spirit of Stand by Me with the optimism of Field of Dreams, creating something new while remaining grounded in the brand’s established ethos.

Shot at a horse ranch in Malibu, the campaign centered on a grass tennis court built from scratch on the day of the shoot—with the cast helping bring it to life.

I designed the collection and developed the campaign concept, leading casting, styling, and production across film, lookbook, and campaign imagery. Parker Seamen directed the film, with photography by Jackie Anderson.

The collection debuted at New York Fashion Week, garnered significant press attention, and became the springboard for the YONY Tennis division.