At sunrise, in the heart of London on Regent Street, the city became the backdrop for a new chapter of London Fashion Day.

What may seem like a single image or a short film is, in reality, the result of a shared creative effort – a meeting of ideas, perspectives, and voices, all coming together around one vision.

The campaign was initiated by Kostiantyn Lieontiev, Founder and Producer of London Fashion Day. His decision to place this story in one of London’s most iconic locations reflects the spirit of the upcoming season.

The vision was developed in collaboration with Pardis, Art Director of the project, who helped shape and refine the visual direction.

As she reflects:
“Emerging designers bring fresh perspectives, challenge conventions, and push the industry forward. Supporting them helps keep creativity alive and ensures fashion continues to evolve.

What made this moment special was the fact that we all woke up early, shared the same passion for creating, and showed up for what we truly enjoy doing.”

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At the centre of the campaign is Iranian model Amirsam Mohammadzadeh, whose presence reflects a natural connection between cultures and creative communities.

For him, this role carries both meaning and responsibility:
“Being the face of London Fashion Day is both an honour and a responsibility. It means standing for creativity, diversity, and supporting the next generation of designers. I’m proud to represent a platform that brings fresh talent into the spotlight.”

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The film was brought to life by Dinara Ostr, whose work across multiple seasons has helped define the visual language of London Fashion Day.

“Thank you for this opportunity to be part of London Fashion Day. Kostiantyn created a very supportive team, and it was truly comfortable to work together.

Everybody deserves a chance to start, just as I did at the beginning, which is why I understand how important support is. I’m very happy to be part of London Fashion Day.

The most important moment was when the team realised that everything had come together – we were on time, worked respectfully, and created strong material.”

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The still imagery was captured by Mariana Zabramna, whose ability to notice and preserve key moments brings structure and emotion to every frame – capturing the exact point where concept becomes image.

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Beyond the final visuals, the atmosphere of the shoot was documented by Natalia Wise, whose backstage photography reflects the process itself – the collaboration, the rhythm, and the natural synergy of an international creative team.

“Yes, it is important, because emerging designers bring fresh ideas and new perspectives.

The most memorable moment was how easy and inspiring everything felt during the shoot.”

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Behind the scenes, the process was documented by Shahrooz Sultanzadeh, whose video work captured the atmosphere and emotional energy of the shoot.

“It is very important to me, because emerging designers bring fresh energy, creativity, and a unique perspective that truly shapes the future of the industry.

The whole experience felt very inspiring and full of positive energy. I especially appreciated the atmosphere on set, and the way everything was held together, making everyone feel comfortable – it was truly memorable.”

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Hair for the campaign was created by Julia Aleksashina, whose contribution completed the overall visual image.

“Support is always an important part of any relationship. Emerging designers are creative souls who bring fresh perspectives. Through collaborations like this, everyone gains inspiration and creative energy.

I love it when everyone is passionate about the same thing and gives their full effort. Respect and care for one another – those are the best moments.”

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Sound played a defining role in shaping the campaign’s atmosphere.

The soundtrack was created by Eduard Nester, the project’s music producer, who approached the composition as an emotional structure rather than a purely technical process.

“For me, creating music from scratch is about building emotion first. It starts with a feeling, not with sounds, and every element, whether it is harmony, rhythm, or texture, has to support that intention. I see it as designing something invisible that still needs structure and clarity.

Inspiration usually comes from a mix of references, mood, and creative limitations. A clear brief helps a lot, because it turns the process into finding the right emotional solution rather than searching without direction.

For the London Fashion Day Season 7 campaign, the main challenge was finding a melody that felt both simple and distinctive. In the end, the key was to capture the feeling of London through sound – its atmosphere, movement, and subtle tension. I focused on translating that into the music, and I think that is what made the final result work.”

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The conceptual foundation of the look was developed by Ukrainian brand YADVIGA NETYKSHA, whose work explores the tension between concealment and exposure.

“The main idea of this look, as well as the collection as a whole, is that clothing ‘reveals’ the body. The fabrics are transparent, showing the silhouette, while the face remains hidden under a veil.

The primary function of clothing – to protect the body – is disrupted, as the shirt, jacket and shorts are all transparent. At the same time, clothing as a form of self-expression does not work in the usual way.

No matter what a person tries to communicate through their look, we can still see their nature through the transparency of the garments.

Even when the face is hidden, it feels as if we are looking beyond the clothing – into the essence of the person.

This creates a contradiction: the person is dressed, but at the same time exposed.”

This campaign is not only about the final image.

It is about collaboration, trust, and a shared belief in the importance of supporting emerging designers – creating space for new voices to be seen, heard, and recognised.