London Fashion Day reveals the creative team behind its Season 7 campaign on Regent Street

At sunrise on Regent Street, London Fashion Day staged the campaign for its upcoming Season 7, turning one of central London’s most recognisable locations into the backdrop for a new visual chapter of the platform. More than a single image or short film, the campaign was built as a collaborative project shaped by fashion, art direction, photography, sound, and backstage documentation.

The campaign was initiated by Kostiantyn Lieontiev, founder and producer of London Fashion Day, with the visual concept developed in collaboration with Pardis, the project’s art director.

“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,”

said Pardis, Art Director of the project.

At the centre of the campaign is Iranian model Amirsam Mohammadzadeh, whose role connects the project’s international outlook with its support for new creative voices.

“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,”

said Amirsam Mohammadzadeh.

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

“Thank you for this opportunity to be part of London Fashion Day. Kostiantyn organised a very supportive team, and it was very comfortable to work. Everybody has a chance to start, as I did at the beginning, which is why I understand how important it is to have support. I am very happy to be part of London Fashion Day. The most important moment was when the team understood that everything worked — we were on time, worked respectfully, and created strong material,”

said Dinara Ostr.

Still photography was captured by Mariana Zabramna, while backstage atmosphere was documented by Natalia Wise.

“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,”

said Natalia Wise.

Behind-the-scenes video was produced by Shahrooz Sultanzadeh.

“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 kept together, making everyone feel comfortable — it was truly memorable,”

said Shahrooz Sultanzadeh.

Hair for the campaign was created by Julia Aleksashina, whose work 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,”

said Julia Aleksashina.

Sound also played a defining role in shaping the campaign’s mood. The soundtrack was produced by Eduard Nester, who approached the composition as an emotional structure.

“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 LFD 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,”

said Eduard Nester, the project’s music producer.

The conceptual basis of the look was created by Ukrainian brand YADVIGA NETYKSHA, whose design for the campaign explored 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 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,”

said the team behind YADVIGA NETYKSHA.

More than a campaign launch, the Season 7 shoot was framed as a statement about collaboration, trust, and the importance of creating space for emerging designers to be seen, heard, and recognised through London Fashion Day.