The young contemporary brand E.B.M (Edition by MICHAA) has unveiled its 25 WINTER campaign photo shoot, 'DEC-EBM-ER: WOMAN ON CONCRETE,' featuring ambassador NANA.
This season, the city awakens once more on the cold concrete, and NANA captures the portrait of a modern woman freely traversing through this flow. Like a winter journey with no set destination, the photo shoot captures moments where restrained emotions and subtle charisma intersect.
Maintaining her unique neat mood and cool energy, NANA interprets various materials and silhouettes in her own language. The look that layers a voluminous black padding with a cozy knit and mini skirt contrasts with the cold asphalt, deepening the urban winter sensibility.
The look completed with a brown knit, wide pants, and a black mustang evokes dramatic tension in scenes orchestrated with classic cars and lighting.
In another photo cut, a brown shearling coat combined with neutral-toned items depicts a soft and natural winter day, while the brown hooded outerwear with knit color contrast and pocket details reveals both practicality and sophistication.
The style that pairs an argyle knit sweater with a white eco-fur jacket further emphasizes the 'luxury in comfort' that E.B.M aims for.
The visuals of this campaign, featuring a mix of textures like puffer, mustang, shearling, and eco-fur, give the impression of layering the city's winter in a sensory way. On the cold and solid concrete, NANA moves and pauses at her own pace, simultaneously telling the story of the ease and strength of modern women.
Meanwhile, to celebrate the launch of this campaign, a 20% discount promotion on all items will be held across all online and offline channels from November 28 until the end of the season. A leopard eco-bag will be offered as a gift with purchases over 300,000 won.
The signature line 'EDITION by ME' wool knit kids' products will also be released and available for pre-order on major online platforms. On December 11 at 8 PM, a live broadcast featuring stylist Seo Soo-kyung will introduce styling tips and offer additional discount benefits.
Additionally, the brand plans to officially expand offline starting with this campaign. A pop-up at Lotte Duty Free's Sogong branch will begin on December 5, followed by the opening of a new store at Lotte Department Store's Incheon branch on December 19, accelerating the expansion of its offline distribution network.
