A Kinder Cotton - Yawn summer 2020 campaign
Yawn is a luxury nightwear company from London who provide women with a way to switch off and relax, with creative high quality pyjamas. Summer 2020 saw them launch their organic cotton range and I worked on their campaign for this, leading the look and feel and asset execution. It was a welcome opportunity to get out the needle and thread.
loveyawn.com
Campaign creation
Hand sewn
Key to the campaign visuals is the core message stitched by hand to create a textural typographic illustration. Reflecting the woven fibres the product is made from, it was important for this to have a handmade feel, and a loose organic nature to the letterforms. Knots and twists were encouraged to create texture and character. I spent an afternoon in the sun sewing this to later photograph and work with other imagery.
