London, the UOOYAA way.

Creative Director on UOOYAA’s new London launch campaign. Now playing in their Soho pop-up store.

In a city where fashion takes itself too seriously, we chose to play. Follow Ooy, your new favourite mascot, and see London through UOOYAA’s eyes: where childlike wonder sparks bold style. Leave your mark, catch unexpected looks and rediscover the art of getting dressed.