Wooyoungmi Spring/Summer 2026 Campaign

Wooyoungmi has unveiled its Spring/Summer 2026 campaign, photographed by Alasdair McLellan and starring Edie Campbell, encapsulating a sun‑drenched vision of refined ease. Set at a country estate in the height of summer, the campaign brings to life creative director Woo Young‑mi’s concept of “studies of summer elegance,” translating a wardrobe that balances lightness with formal precision into evocative imagery. The campaign highlights the brand’s signature blend of structure and serenity, capturing looks that feel both composed and effortless.

The visual story closely reflects the runway collection Dancing Texture, presented at Paris Fashion Week, where the designer explored how to dress for intense city heat while maintaining sartorial sophistication. Inspired by the humid summers of Seoul, the collection brought traditional metropolitan tailoring into dialogue with summery ease, reimagining classic pieces in superfine fabrics and silhouettes suited to soaring temperatures. Tailcoats appeared in lightweight silk viscose, razor‑sharp hourglass suits used gauze‑like mohair and striped knitwear took cues from vintage swimwear, inviting a fresh and airy approach to formal dressing.

McLellan’s imagery mirrors this atmosphere of refined lightness, showing garments that look as if they were fashioned for both elegant gatherings and carefree summer afternoons. Crisp tailoring, fluid knitwear and thoughtful layering bring a sense of summer sophistication that feels both intentional and intuitive. The campaign underscores Wooyoungmi’s ongoing exploration of how clothes can respond to climate, mood and the rhythms of modern life, uniting practicality and poise in a compelling seasonal narrative.