Creative direction and styling by Harry Lambert
Photography by William Waterworth
A little more unexpected.
A little more theatrical.
A whole new perspective on the everyday world of EARTH GIRLS.
"What I love about UOOYAA is that it celebrates individuality and personal style. For me, fashion should feel authentic to who you are, but it should also be fun. With this campaign, we wanted to bring that energy to life through the casting and styling, creating characters who feel comfortable in themselves, each with their own personality and sense of style."
- Harry Lambert
Lambert interprets the Winter 2026 collection through his own styling language, taking UOOYAA’s playful and unconventional design approach as a starting point. The collection’s concept, The Earth Girls, brings together contrasting references: grandeur and childlike innocence, elegance and disorder, flowers and mud.
Styling is central to the campaign. Lambert brings the collection’s different moods together through looks that suggest distinct characters, while Waterworth’s photography captures this interpretation of UOOYAA.
Unexpected combinations of texture, proportion, and colour give each look its own personality. Layered silhouettes, playful accessories and contrasting pieces create a sense of spontaneity, balancing theatrical expression with everyday wearability.
The resulting images move between humour, fantasy and a certain awkward charm, reflecting the freedom and individuality at the heart of The Earth Girls.
Rather than presenting a single definition of femininity, the campaign explores different ways of dressing and expressing identity.
Through Lambert’s instinctive approach to styling, familiar garments take on new personalities, bringing UOOYAA’s imaginative design language into focus.
Creative Direction & Styling by
Harry Lambert
Photographed by
William Waterworth