Bags from Yu Mei’s Autumn/Winter 2022 collection. Images by Daniel Goode.
The first drop from Yu Mei‘s chic new Autumn/Winter 2022 is now available in stores and online. Titled The Seven Sisters, the range features seven key styles for this season, and introduces customers to the seven characters who share a forward-thinking approach to life. Yu Mei have long named their bags after real people and each is designed to reflect unique and alluring personalities, together they complement each other as a united sisterhood.
That theme is reflected in the elegant campaign that accompanies the collection, which was shot in Sydney’s inner city suburbs by leading fashion photographer Daniel Goode. It is designed to lean into the personalities behind each of the bags’ namesakes with stylist Emma Kalfus and producer Karla Clarke helping bring each of the characters to life. Yu Mei also created a short film that reflects The Seven Sisters with creative direction from the Yu Mei team and videography by Duc Thinh Dong.
Each bag is designed for a real person with needs that weren’t previously being met. Claudia is a jet setting executive who needs a bag to take her from the boardroom to the plane; Braidy is a student who requires room for her laptop, lunchbox and the kitchen sink; and Vi is a party girl after a petite companion to keep her precious items safe while she dances the night away.
This season’s collection includes a refined colour palette of Spice, Black Olive and Seamist featuring on Yu Mei’s signature Deer Nappa, and Lambskin leather. They are timeless tones that can be worn for seasons to come and beautifully evoke the warm hues of autumn. Alongside classic Yu Mei signature styles the brand introduces two new styles with this collection – The Teresa Tote, a relaxed, deep bucket style for those on the go, and the Charlie Bag, a structured, oversized baguette style, and a more grown-up version of Yu Mei’s popular Braidy Bag. Each piece is carefully crafted and designed to last so the wearer can enjoy their Yu Mei bag for many years to come.
Images supplied.