Mejuri Los Angeles Edit

This creative was an international campaign featured throughout Los Angeles to highlight the opening of the new Mejuri store on Melrose Street.

Creative Direction for this shoot was inspired by a road trip with friends. The images reflect a photo diary with a candid nature that had not been previously seen in Mejuri's persona. The styling narrative featured a colour palette retrospective to the 1970s.

The most iconic image from this campaign, which was featured on billboards throughout the city and served to inspire future creatives, is the shot with hands in the sky and quintessential LA palm trees in the backdrop.

Creative Direction and Style Direction: Catrina Chen