AW26 is my second campaign for MUJI. MUJI's AW26 collection is built on knitwear — cable sweaters, flannel, corduroy, and outerwear in a muted seasonal palette. The brief called for lifestyle imagery that led with texture and layering: garments shown in real light and real weather, worn the way they're actually worn, with the ease of a coastal fall.

I produced and directed the campaign on location in Northern California — casting and flying in talent, bringing my crew from San Diego, and running the shoot end to end across a multi-day travel production.

Close portrait in a chartreuse knit cardigan layered over a ribbed white tee, MUJI AW26 campaign
Cream ribbed crewneck sweater with black corduroy trousers, shot on the shoreline
Model in a slate blue sweatshirt and relaxed denim leaning against a painted boathouse wall

Full-service remote production, photography, and creative direction
for MUJI's Autumn/Winter collection, shot on location in Northern California.

MUJI AW26 Campaign — Lifestyle & Apparel Photography

Production Scope:
Full-Service Apparel Campaign Production

Creative direction · Model casting · Talent and crew travel · Location scouting and coordination · Wardrobe styling · Hair and makeup · Footwear and accessory sourcing · On-set production and photo assistance · Catering and transport · Campaign and lookbook photography · Post-production and delivery

One point of contact, one team, and one invoice. It also means the client isn't managing vendors from a distance: the production runs the same way on location in Northern California as it would in a studio
down the street.

Model in a sage green V-neck cardigan and brown corduroy trousers seated against a painted boathouse doorTwo models in layered knitwear, a puffer and a flannel overshirt on the shoreline, styled for MUJI's AW26 lookbookModel in a grey merino crewneck and brown wide-leg trousers holding an oar on the dockFull-length editorial frame of a chartreuse knit tank and navy midi skirt against the bayStack of folded AW26 sweaters in cream, blush, lavender and chartreuse photographed on locationSeasonal lookbook frame: chartreuse cardigan and chocolate corduroy trousers at a weathered picnic table
Chartreuse knit tank and navy midi skirt seen from behind at the water's edgeBlue and grey plaid flannel zip jacket over a black tee, apparel campaign frameModel in a soft green wrap cardigan leaning on a weathered boardwalk railingTwo plaid flannel overshirts hung on a weathered boathouse doorModel in a taupe down puffer and black corduroy trousers beside a picnic table on the dockGrey knit top and brown wide-leg trousers photographed against a moored fishing boat

Fisherman fall — cable knit, flannel, and corduroy in the collection's seasonal palette.
Detail frames built for e-commerce and paid social alongside the lifestyle hero imagery.

Model in a grey merino crewneck and chocolate brown wide-leg trousers on a dock railing above the bay

LICENSING:
Print across US and Canada retail — posters, boards, displays, lookbook, and in-store signage.
Website + social.

Chartreuse knit tank and navy skirt with a puffer carried over the shoulder, seasonal lookbook frameCropped detail of black corduroy wide-leg trousers and suede boots against cedar shingleTwo models in lavender and chartreuse brushed knits against a picket fenceRust cardigan and cream crewneck sweater styled with corduroy trousers among the cypressOlive sweater with a patterned yoke worn with cargo trousers, apparel campaign frameNavy crewneck and blush knit set styled on weathered wooden stepsModel in a taupe down puffer and charcoal corduroy trousers seated on a picnic table by the boathouseCream and blush crewneck sweaters styled with corduroy trousers beneath a deck hung with buoysGrey sleeveless knit and wide grey skirt with a plaid overshirt carried at the shoulderTaupe down puffer layered over a chartreuse knit, MUJI AW26 seasonal lookbookModel in an oatmeal fleece overshirt over a blue tee with straight denim, at the dock railingOlive patterned-yoke sweater with dark cargo trousers beside an overturned boatGrey knit tank and grey skirt with a plaid layer, shot at the water's edgeOlive sweater and olive utility trousers photographed in a boathouse interiorNavy and green plaid midi dress worn with boots on the boardwalkGrey crewneck and brown trousers carrying an oar along the dockChartreuse henley cardigan and brown corduroy trousers in an Adirondack chairBrown and blue plaid overshirt over a grey knit with denim, seated on the rocks

Planning a seasonal lookbook or apparel campaign —
on location or on the road? 

send an inquiry here

Two models in brushed knits and corduroy trousers at a boathouse window overlooking the bay

Client: MUJI
Photography & Creative Direction: Chelsea Loren
Production: Chelsea Loren LLC
Styling: Katie Maco Heath & MUJI
Hair & Makeup: Makeup by Marla
Photo Assistant: Gayle Dawn
Production Assistant: Tatiana Urbina
Location: Northern California

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Hands reaching for cookies and pastries on a white plate, overhead food photography by Chelsea LorenLifestyle brand photography of a woman at a café styled for a commercial campaign, photographed by California commercial lifestyle photographer Chelsea LorenSan Diego commercial lifestyle photographer Chelsea Loren on set with a film cameraLifestyle product photography of a home fragrance reed diffuser styled for a brand campaign, photographed by San Diego commercial photographer Chelsea LorenCommercial lifestyle fashion photography of a model in a white tee against a pink wall for a brand campaign, photographed by California commercial photographer Chelsea Loren

Chelsea Loren Photography

Chelsea Loren is a San Diego-based commercial lifestyle photographer specializing in luxury hospitality, brand campaigns, and editorial content for premium consumer brands.

© Chelsea loren photography