YONY Launch

YONY launched in 2020 with a refined take on Americana for contemporary menswear. Inspired by mid-century American style and produced entirely in Los Angeles, the debut collection offered an alternative to the streetwear language dominating the category.

This campaign film introduced the brand and established its creative world. I developed the concept and led creative direction, styling, and production in partnership with director Mattias Russo-Larsson—extending the same point of view across the brand identity and ecommerce experience.

The debut collection sold out across most styles and immediately attracted organic interest from celebrity talent.