On Thursday 28 April, coveted local leather goods label Yu Mei unveiled their Autumn 22 collection, The Seven Sisters, in a digital presentation event live-streamed across Yu Mei platforms, and in the brand’s Lounges.
The Autumn range was available to purchase after the event, with Club Yu Mei members gaining exclusive access to shop the Autumn 22 collection first.
Established in 2021, the digital presentation format has proved to be a hugely successful way for the brand to engage with consumers in a pandemic world. “Our digital presentations have become a signature for Yu Mei and loved by our audiences, especially Club Yu Mei. They’re a way to speak directly to our audience. Each year we build on the format; for AW22, we’re excited to release the collection on our new online home, which will be launching alongside the campaign,” says Yu Mei Founder Jessie Wong.
Yu Mei’s new online platform is their latest move to extend their presence in the digital sphere, as a way of connecting with its audiences – the aforementioned community known as ‘Club Yu Mei.’ Intent on curating a roundhouse approach to their customer experience, Yu Mei will complement these digital shopping spaces with physical ones, alongside their continued expansion into Australia. Later this year, Yu Mei will be co-hosting events in Australia with David Jones and Harrolds, as well as curating experiences in their New Zealand lounges, to welcome people back into the physical retail spaces.
Embodied in seven key styles for the season, “Seven Sisters'' introduces us to seven characters who share a forward-thinking approach to life. While each have distinctly unique and alluring personalities, they complement each other as a united sisterhood.
The campaign, shot in Sydney’s inner city suburbs by a powerhouse of Australian creatives, leans into the personalities behind the bags’ namesakes. Leading fashion photographer Daniel Goode, stylist Emma Kalfus and the multi-talented producer Karla Clarke teamed up to bring each character to life. The campaign imagery sits alongside a short film, with creative direction from the Yu Mei team and videography from Australia’s Duc Thinh Dong.
The campaign’s narrative follows Yu Mei’s tradition of designing bags for - and naming them after - a real person with needs that weren’t previously being met. Claudia is a jet setting executive who needs a bag to take her from the boardroom to the plane; Braidy is a student who requires room for her laptop, lunchbox and the kitchen sink; and Vi is a party girl after a petite companion to keep her precious items safe while she dances the night away.
The colour palette for this Autumn 22 features Spice, Black Olive and Seamist colourways of Yu Mei’s signature Deer Nappa, and Lambskin leather. These tones complement the warm hues that autumn evokes, while still being classic enough to be worn and cherished for seasons to come.
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