When self-portrait chose Albemarle Street for their flagship store, they needed to stand out in luxury's most curated corner of London while staying true to the brand's authentic spirit.

In a world oversaturated with filtered, retouched perfection, genuine moments and raw authenticity have become the new luxury. Traditional retail's polished formula needed evolution.

Capture luxury through the unfiltered lens of street photography, using film photography's imperfect beauty to showcase real London style in its natural habitat.

We collaborated with street photographer Yu Fujiwara and model Hayett McCarthy to document authentic moments on Albemarle Street, using:

• Raw film photography that embraced natural light and imperfection

• Unscripted street-style captures that merged luxury with London's natural attitude

• A location strategy that leveraged Mayfair's artistic heritage and cultural energy

• A development process that allowed genuine moments to emerge organically
  
  Dream Team Assemble:
  • Creative Direction: George Yandell
  • Art Direction: Andrew Baker
  • Copywriting: Andreia Pedro
  • Photography: Yu Fujiwara
  • Talent: Hayett McCarthy