“Supporting them helps keep creativity alive”: Pardis on the vision behind London Fashion Day’s Season 7 campaign

At sunrise on Regent Street, London Fashion Day produced the campaign for its upcoming Season 7, using one of London’s most recognisable streets as the setting for a visual story shaped by collaboration, atmosphere, and international creative exchange.

The campaign was initiated by Kostiantyn Lieontiev, founder and producer of London Fashion Day, and developed together with Pardis, the project’s art director, whose role was central to refining the visual direction.
“Emerging designers bring fresh perspectives, challenge conventions, and push the industry forward. Supporting them helps keep creativity alive and ensures fashion continues to evolve. What made this moment special was the fact that we all woke up early, shared the same passion for creating, and showed up for what we truly enjoy doing,” said Pardis.

The campaign is fronted by Iranian model Amirsam Mohammadzadeh, whose presence reflects the platform’s wider connection between cultures and creative communities.
“Being the face of London Fashion Day is both an honour and a responsibility. It means standing for creativity, diversity, and supporting the next generation of designers. I’m proud to represent a platform that brings fresh talent into the spotlight,” said Amirsam Mohammadzadeh.

The moving-image side of the campaign was created by Dinara Ostr, whose visual work has become closely associated with the identity of London Fashion Day over several seasons.
“Thank you for this opportunity to be part of London Fashion Day. Kostiantyn organised a very supportive team, and it was very comfortable to work. Everybody has a chance to start, as I did at the beginning, which is why I understand how important it is to have support. I am very happy to be part of London Fashion Day. The most important moment was when the team understood that everything worked — we were on time, worked respectfully, and created strong material,” said Dinara Ostr.

Still imagery was captured by Mariana Zabramna, while backstage photography was created by Natalia Wise.
“Yes, it is important, because emerging designers bring fresh ideas and new perspectives. The most memorable moment was how easy and inspiring everything felt during the shoot,” said Natalia Wise.

Behind-the-scenes video came from Shahrooz Sultanzadeh, who documented the shoot’s atmosphere and emotional energy.
“It is very important to me, because emerging designers bring fresh energy, creativity, and a unique perspective that truly shapes the future of the industry. The whole experience felt very inspiring and full of positive energy. I especially appreciated the atmosphere on set, and the way everything was kept together, making everyone feel comfortable — it was truly memorable,” said Shahrooz Sultanzadeh.

Hair was created by Julia Aleksashina, completing the campaign’s visual image.
“Support is always an important part of any relationship. Emerging designers are creative souls who bring fresh perspectives. Through collaborations like this, everyone gains inspiration and creative energy. I love it when everyone is passionate about the same thing and gives their full effort. Respect and care for one another — those are the best moments,” said Julia Aleksashina.

The soundtrack was developed by Eduard Nester, who approached the campaign music as an emotional structure shaped around London itself.
“For me, creating music from scratch is about building emotion first. It starts with a feeling, not with sounds, and every element, whether it is harmony, rhythm, or texture, has to support that intention. I see it as designing something invisible that still needs structure and clarity. Inspiration usually comes from a mix of references, mood, and creative limitations. A clear brief helps a lot, because it turns the process into finding the right emotional solution rather than searching without direction. For the LFD Season 7 campaign, the main challenge was finding a melody that felt both simple and distinctive. In the end, the key was to capture the feeling of London through sound, its atmosphere, movement, and subtle tension. I focused on translating that into the music, and I think that is what made the final result work,” said Eduard Nester.

The conceptual foundation of the styling came from Ukrainian brand YADVIGA NETYKSHA, whose contribution introduced a strong tension between concealment and exposure.
“The main idea of this look, as well as the collection as a whole, is that clothing ‘reveals’ the body. The fabrics are transparent, showing the silhouette, while the face remains hidden under a veil. The primary function of clothing — to protect the body — is disrupted, as the shirt, jacket and shorts are all transparent. At the same time, clothing as a form of self-expression does not work in the usual way. No matter what a person tries to communicate through their look, we can see their nature through the transparency of the garments. Even when the face is hidden, it feels as if we are looking beyond the clothing — into the essence of the person. This creates a contradiction: the person is dressed, but at the same time exposed,” said the team behind YADVIGA NETYKSHA.

In the end, the campaign does not focus only on the final image. It positions London Fashion Day Season 7 as a collaborative statement — one built on trust, mutual support, and a shared belief that emerging designers need visible, international platforms to move forward.