Uoman Spring/Summer 2021 teaser

Teaser for the spring/summer 2021 campaign of Uoman, a womenswear label founded in 2019 on a precise premise: no sizes. The brand’s line is “No size but fits right”, and the clothes are cut to adapt to a body rather than asking a body to fit a measurement.

Forty-one seconds, made for social channels rather than television: the format demands you arrive at the point within the first moments, with no long narrative build.

Filming took place in the streets of Catania. The campaign puts the clothes inside the real city — alleys, painted walls, daylight — instead of inside a studio. The murals of the historic centre become the backdrop, and the meeting of fashion and street art is the visual centre of the whole teaser.

Shooting outdoors, in a living city, sits well with what the brand says about itself: clothes to be worn every day, on real bodies, in real places.