Peggy Gou X YOOX

An irreverent and elevated white label campaign

Launching the loungewear-inspired Peggy Gou x YOOX capsule collection, we created an exclusive lookbook shot by Fede Reyes, accompanied by a campaign launch film and series of behind the scenes videos directed by Dazed Studio’s Creative Director, Frederick Paginton, placing her effortless style front and centre. As one of the world’s most in-demand DJs and fashion personalities, we captured Gou at her most candid and nonchalant, reframing the perception of YOOX as an irreverent and confident brand at the heart of culture.