Maison Vela · Fashion · 2025
Maison Vela FW25 editorial UGC
Brief
Maison Vela came to us with a clean slate and a quiet brief: position the FW25 wool-and-cashmere capsule for an audience that buys with restraint, not urgency.
Twelve photographs. Four short films. No celebrity, no campaign hashtag, no trend-cycle pressure. The work had to feel like a private dossier passed between friends — found, not pushed. We shot over four days in a converted granary outside Antwerp, available light only, with a single creator running both stills and motion to keep the visual language unbroken.
Direction
One creator, one room, four days of light.
Restricting the production let the garments do the work — a single tactile fabric story rather than a parade of styles. The film cut breathes the same way: long holds, no transitions, room tone.
Dasha shoots the way a perfumer composes — restraint first, signature later. The result reads like a memory, not a campaign.
Élise Marin — Brand Director, Maison Vela Results · Six-week measurement window
2.4M Reach
+312% vs. brief target
8.7% Engagement
industry avg. 1.6%
14k Saves
across 12 posts
Selected posts
Three frames, seventy-three thousand conversations.
