ME Fall/Winter 25' Collection

ME's FW ’25 collection marked the brand’s first official launch centered entirely on its core essentials. The objective was to define ME’s visual identity through motion, capturing the quintessential New York man as polished, intentional, and understated. The campaign was led by video, shot across iconic New York City locations to ground the collection in real movement and everyday rhythm. Rather than staged environments, the city itself became the setting. Sidewalks, streets, and Grand Central were used to frame the garments in motion, emphasizing how the pieces live and move in real life. This approach allowed the clothing to feel natural, effortless, and distinctly New York. The collection featured six foundational silhouettes: two quarter-zips, two crewnecks, and two polos. Styling remained minimal to keep focus on fit, texture, and versatility, while the video format highlighted subtle details through pacing, framing, and movement. Supporting photography was captured to extend the visual system across digital touchpoints while maintaining consistency with the campaign’s tone. This launch established ME Clothing’s visual direction moving forward, positioning the brand as refined yet accessible and rooted in modern city life. The FW ’25 campaign set the foundation for how ME communicates its product stories, using motion as a primary storytelling tool to reinforce timeless design and everyday wearability. TLDR DIRECTED ME CLOTHING'S DEBUT COLLECTION LAUNCH THROUGH MOTION-FIRST STORYTELLING, CAPTURING THE BRAND'S NEW YORK ESSENCE BY SHOOTING AUTHENTIC STREET MOMENTS THAT POSITIONED THE CLOTHING AS EFFORTLESS, REFINED, AND ROOTED IN EVERYDAY URBAN RHYTHM.