Sea Room Lynn New Denim Line Campaign Visuals

Overview

Sea Room Lynn is a womenswear brand by LEMONADE Co., Ltd. As a lifestyle brand for dignified women who love the city and the sea, they inspire a way of life that balances authenticity with inner strength. For this project, the brand reinterpreted its signature denim through a fresh lens with their new collection.

YL Projects led the visual production for this campaign, from the concept design and photographer casting to the shot direction and production of photo assets. While honoring the free-spirited energy of Sea Room Lynn, the aim was to further elevate the brand’s image into something more grounded and chic, for which we enlisted Paris-based photographer Théo Le Foll.

His perspective moves seamlessly between fashion and documentary photography, and goes beyond the beauty of the moment to capture the light, breeze, negative space, and fleeting emotions.
Through a cinematic visual language rooted in film photography, he evokes the air of the seaside, the breeze on the skin, the texture of denim, and the softness and strength embodied by women. For this campaign, he reinterpreted Sea Room Lynn’s signature natural beauty through a distinctive new lens.

Client brief

・Visually convey the denim's silhouette, fit, and the texture created by its finishing/wash
・Express feminine beauty and atmosphere centered on a sophisticated, strong-willed woman
・Produce photo assets usable across in-store and digital initiatives
・Design content with social media in mind

Our proposal

・Plan and produce visuals that reinterpret Sea Room Lynn's brand identity
・Design a narrative approach that keeps denim center stage while also conveying the atmosphere and time spent at the seaside
・Produce visual assets usable across in-store, digital, and social media

Creative Concept

A Quiet Summer Escape - A Girl Spending a Summer by the Sea.

Rooted in Sea Room Lynn's worldview, "a lifestyle for dignified women who love the city and the sea," this project’s visuals center around the theme of a single summer day spent by the sea.
Hair stirred by the sea breeze, skin bathed in sunlight, bare feet on the sand, the light gradually shifting toward dusk. By carefully capturing these unguarded experiences, we aimed to express the genuine beauty and emotion of the moment.
The goal was not only to showcase the products, but to depict the experience of wearing the clothes. While conveying the silhouette and texture of the denim, the visuals also express the mood, demeanor, and lifestyle associated with them. We portrayed Sea Room Lynn's natural, effortless beauty and the laidback seaside lifestyle through visuals built around storytelling.

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