YMC Spring/Summer 2025 Campaign

YMC presents its Spring/Summer 2025 collection, which happens to mark the first season helmed by newly appointed Creative Director Sage Toda-Nation. Drawing inspiration from nearly three decades back, Sage mined the 28-year archive at YMC for its early-season collections, their best pieces rebooted with innovative freshness and joined by now-iconic “‘You Must Create” labels – in part, a nod to heritage.

The collection joins the dots between classic silhouettes and modern materials to a collection that plays with shape and volume. Highlights include:
– A water-resistant trench coat, inspired by an archival womenswear design.
– A re-imagined YMO jacket, fusing past and present.
– Delicate sunflower chain stitch embroidery, adding subtle texture and detail.
– A return to unisex designs, affirming YMC’s history in fluid fashion from co-founder Fraser Moss.

Key aspects of YMC’s ’90s collections have been revisited, including:
– The reworked denim jacket with button plackets, now hidden, teamed with jeans to create the classic suit in casual mode.
– Graphic T-shirts with botanical prints and archival imagery-a nod to early designs by Fraser Moss.

This season’s colorrs are all about understated elegance with a refined palette of navy, white, sage green, and black, accented by bold blues and greens. This restrained approach lets the cut and construction of the collection shine.

Shot by Jesse Crankson in London, the campaign encapsulates YMC‘s indomitable spirit whereby heritage meets contemporary design.