Lita & Ly's Spring/Summer 2025 campaign needed to introduce the collection while establishing a visual identity the brand could build on. 

THE RESULT: 

The creative framework prioritized softness and movement — casting, wardrobe placement, and location chosen to reflect the collection's femininity without leaning into cliché. The result was a campaign suite the brand used across e-commerce, social, and press

​Role: Creative direction, photography, production oversight, campaign rollout strategy.