Jelmoli – The Power of Newness


The images were part of ‘The Power of Newness’ campaign for Zurich department store Jelmoli captured by Alex Lambrechts in early 2019.

We worked closely with Jelmoli Head of Design Mirjam Villioz and Deeran, Head of Social Media. Alex was chosen as the photographer through a fortunate meeting set up by an acquaintance. I was there as his agent with Rogues Agency, to begin with, but eventually, after our second meeting, I was chosen to be the face of the campaign. It was an honour to represent the woman with impact that they wanted to cast for this.

The imagery was used on Newsletters, in-store screens, and social media for the duration of the campaign between January until March 2019.

Style: Helmut Lang, Burberry, Philip Lim, Sergio Rossi, etc …