PremierCri

We’re thrilled to announce our collaboration with director and photographer Jay Russell.

Based in London, Jay works across fashion, music videos, and commercial projects, bringing a distinctive visual language shaped by his documentary instinct and contemporary sensibility. He has collaborated with leading brands including Nike, Adidas, Dr. Martens, and Under Armour.

Attuned to the rhythm of urban life, Jay captures authentic emotion through fleeting moments and lived experiences, creating dynamic imagery that balances naturalism with strong emotional storytelling. Moving seamlessly between photography and film, his work combines immediacy, texture, and cinematic energy.

We’re thrilled to announce our collaboration with director Sylvia Suli.
Based in Paris and London, Sylvia specialises in culturally led storytelling across long-form and short-form formats. With a background as head of video at i-D and video commissioner at Dazed, she brings a rare combination of editorial depth and directorial vision to every project. She has worked with some of the most iconic names in fashion and culture, including Guerlain, Dior, Calvin Klein, i-D Magazine and Vogue.