The Transcendence Campaign, our first campaign, was shot in East London over several days in August 2024.

Shooting our first campaign in East London was a natural choice for our brand during the location selection process. Not only because this part of London is where Miro and I now live, but also because AJỌṢEPỌ is undeniably a British brand. It was important for us that this was reflected in the campaign. We deliberately chose East London, particularly the City of London, because the architecture and energy of this part of the city are incomparable. It brims with timeless energy, which mirrors the core inspiration for our collections.

We ensured that the city's energy was reflected in the choice of models, the style they showcased, the specific shooting locations, and the artistic direction of the shoot, including the choice of the camera lens. We did all this to ensure that you could see yourself reflected in the chosen models, recognise the campaign backdrops, relate to the timeless styling, and envision our jewellery as an essential part of your everyday style.

There was a lot of prep work that went into ensuring the main shooting day went well, including scouting specific locations, shooting a mock campaign, scouting for models, curating complete outfits, booking a hotel room, arranging meals, and transporting all necessary equipment. It was a lot of work, but luckily the team was superb, and our chemistry was aligned.

Everyone we encountered in the city was friendly, and a special shoutout to Counter King’s Wardrobe for letting us shoot at their beautiful café.

Below you can scroll through some behind-the-scenes shots that we captured throughout the campaign shooting days.

Love, Tofi Caroline xx