Yuzumi Clothing x ELElite UK – Urban Streetwear Photography in South Wales
I recently photographed a new streetwear campaign for Yuzumi Clothing, working alongside ELElite UK to create a collection of bold, contemporary fashion images with a strong urban feel.
Rather than photographing the clothing in a studio or against clean commercial backdrops, we took the shoot on location and used concrete stairways, graffiti, painted walls, underpasses and industrial architecture as part of the visual style.
The result was a much more editorial approach to clothing photography — one that showed the garments clearly while also giving the Yuzumi brand a distinctive identity.
Creating an Urban Look for Yuzumi Clothing
The surroundings played a major role in the shoot.
Graffiti-covered walls, concrete structures, metal railings and darker covered spaces gave us plenty of different textures to work with. These environments complemented the oversized T-shirts and hoodies particularly well and helped create a streetwear aesthetic without taking attention away from the clothing itself.
Some images were deliberately clean and simple, allowing the Yuzumi logo and fit of the garments to take centre stage. Others made much stronger use of the location, incorporating colourful street art, architectural lines and unusual shooting angles.
That variation gives the final collection much more depth than a traditional catalogue shoot.
Working With ELElite UK
The shoot was created in collaboration with ELElite UK, bringing together a group of models to showcase the Yuzumi collection across both individual and group photographs.
Having several models gave us the opportunity to create a much broader campaign.
Alongside individual portraits, we photographed group compositions on stairways and within the surrounding urban spaces, creating images that feel much closer to a full clothing campaign than a simple product shoot.
The models were encouraged to bring their own movement, expression and personality into the photographs. That helped keep the imagery natural while maintaining the stronger, confident look associated with contemporary streetwear.
Showing the Clothing From Every Angle
One of the most important parts of this shoot was making sure the clothing itself remained clearly visible.
Several of the Yuzumi pieces feature large graphic designs across the back, so photographing only traditional front-facing portraits would have missed one of the most distinctive elements of the collection.
We therefore created a mixture of:
Front-facing portraits showing the Yuzumi branding
Full-length photographs showing the overall fit
Rear views featuring the large graphic artwork
Hoodies photographed both worn up and down
Group photographs featuring multiple colourways
Close fashion portraits
Wider environmental images incorporating the location
The bold back prints particularly suited the urban locations, with the colours standing out strongly against concrete, graffiti and darker backgrounds.
Using the Location as Part of the Campaign
One of my favourite things about location fashion photography is finding ways to use existing surroundings creatively.
A staircase can become a natural way of positioning several models at different heights. Railings can create leading lines through an image, while graffiti and architectural details can introduce colour and texture.
For several photographs, I also shot from elevated and lower viewpoints rather than keeping everything at eye level.
These changes in perspective make the collection feel much more dynamic and help prevent a commercial shoot from becoming repetitive.
The darker underpass areas gave us another completely different look, creating more dramatic portraits where the clothing and models stand out against the subdued background.
Streetwear Photography With Personality
A clothing campaign needs to do more than document what a garment looks like.
Good brand photography should communicate how the clothing feels and who it is aimed at.
For Yuzumi, the oversized fits, graphic artwork and casual styling naturally suited a relaxed urban approach. Rather than making every photograph perfectly posed, the aim was to create images that felt confident, youthful and contemporary.
That balance between product visibility and personality is what turns a collection of clothing photographs into something that can work as a genuine campaign.
Creating Content for Different Platforms
The shoot was also photographed with different marketing uses in mind.
Some images were composed vertically for social media and campaign posts, while others provide wider compositions suitable for websites, advertising and promotional graphics.
The finished collection provides Yuzumi Clothing with a versatile library of commercial imagery for Instagram, social media campaigns, advertising, lookbooks and its official online store at yuzumiclothing.com.
Where the Images Are Being Used
The finished photographs were created as genuine commercial content for Yuzumi Clothing and are now being used across the brand’s online presence, including the official Yuzumi website.
Seeing the images used within the live store is a great example of how a dedicated brand shoot can provide much more than social media content. The photographs help create a consistent visual identity across product pages, collections and wider marketing.
You can see Yuzumi Clothing and some of the photography from the campaign here:
Commercial Fashion & Clothing Photography in South Wales
I provide commercial fashion, clothing and brand photography across Cardiff and South Wales, working with independent clothing brands, designers, models, agencies and businesses that need professional imagery.
Shoots can be created in the studio or on location and tailored around the visual identity of the brand.
Whether you're launching a new clothing collection, refreshing your website or creating content for an upcoming campaign, I can produce a mixture of product-focused, lifestyle and editorial imagery designed around how the photographs will actually be used.
If you're planning your next clothing or fashion campaign, get in touch with Lloyd Richards Photography to discuss the shoot.
