An Inside Look at Yumi SS26 collection
At Yumi, every collection begins with a story — and this season, that story took us to Portugal. Our team travelled through Aveiro and Ílhavo, capturing the soul of the collection against some of the country’s most charming coastal and urban backdrops.
This photoshoot wasn’t just about beautiful imagery. It was about atmosphere, movement, colour, and the people behind the camera. From early-morning call times to golden-hour finishes, every frame reflects the passion, creativity, and teamwork that define Yumi.
Why Portugal?
Portugal felt like a natural extension of the Yumi aesthetic. Known for its colourful façades, historic tiles, relaxed coastal rhythm and warm light, the region offered endless visual inspiration. The contrast between beachy calm and architectural elegance mirrored the versatility of the collection — pieces designed to move effortlessly from everyday moments to special occasions.
Day One: Coastal Light, Effortless Styling & Playful Colour
We began our journey along the Atlantic coast at Praia da Barra, where rolling dunes, open skies and wooden walkways created a soft, natural canvas. The morning light was gentle and bright — ideal for capturing flowing silhouettes, lightweight fabrics and relaxed shapes that feel made for movement.
Here, we styled easy daytime dresses, breezy skirts and layering pieces that embody carefree dressing. The wind off the ocean added natural drama to the shots, lifting hems and creating those spontaneous moments that can’t be planned — only embraced.
Midday brought us to Restaurante Sétimo, perched near the shore. Between outfit changes and location scouting, the team paused to reset, refuel and shoot relaxed lifestyle moments. These images reflect the quieter side of the collection — outfits designed for long lunches, holidays by the sea and days when comfort and style go hand in hand.
The afternoon unfolded in Costa Nova, instantly recognizable for its iconic striped houses. Shooting outside Palheiro Costa Nova by Casas de Aveiro, we leaned into bold colours, graphic prints and joyful styling. The vibrant architecture amplified the playful side of the collection, creating images full of personality and charm.
Despite the packed schedule, the energy remained high. Between carrying rails of clothing, adjusting looks on the go and chasing the best light, the team worked seamlessly — proof that great imagery is always a collective effort.
Day Two: The Streets, Stories & Soul of Aveiro
Day two took us into the heart of Aveiro, often called the “Venice of Portugal” thanks to its canals and bridges. This was our most ambitious day, with multiple locations planned across the city — each offering a different mood and texture.
We began at Confeitaria Peixinho, a historic pastry shop with beautifully detailed interiors. Here, we styled polished daytime looks — think elegant dresses, statement prints and refined details — framed by soft colours and classic design.
From there, we moved through Parque Infante Dom Pedro, where leafy walkways and filtered sunlight brought a romantic softness to the imagery. These shots highlighted versatile pieces designed to transition effortlessly from day to evening.
Throughout the afternoon, we explored Aveiro’s streets and landmarks, including:
- Travessa da Caixa Económica and Rua dos Combatentes, rich in colour and texture
- The striking yellow wall at Escola Secundária Homem Cristo, perfect for bold contrasts
- Aveiro Train station displaying blue-and-yellow tiles.
This day demanded precision, stamina, and adaptability — quick outfit changes, crowd navigation and constant coordination. Yet, it’s often these fast-paced moments that spark the most authentic creativity.
Day Three: Refined Elegance & Architectural Beauty
The final day began early in the morning, as the city slowly came to life along the ria. We started shooting by the water, capturing the collection against the calm of Aveiro’s boats as they moved gently through the canals, before wandering through the city’s colourful streets while the light was still soft and quiet. These early moments brought a sense of freshness and movement to the images — effortless, natural and full of atmosphere.
As the day progressed, we moved indoors for the final chapter of the shoot at MS Collection Aveiro – Palacete de Valdemouro. Here, the mood shifted to something more refined and editorial. From the ornate entrance gates and sweeping staircase to elegant interiors and the serene outdoor pool, the setting provided the perfect backdrop to showcase the collection’s most elevated pieces.
This final location allowed us to focus on statement dresses, tailored silhouettes and styles designed for life’s memorable moments — weddings, celebrations, and evenings that call for something special. The historic surroundings added a sense of timeless sophistication, highlighting the craftsmanship, detail and considered design at the heart of each look.
Behind the Scenes: The Heart of the Shoot
What makes a Yumi shoot truly special is the people behind it. From early mornings and long days to last-minute styling tweaks and shared laughter between takes, every image reflects teamwork, creativity, and commitment.
This Portugal shoot was full of those moments — adjusting hemlines in the wind, carrying garment bags through city streets, chasing the perfect light and celebrating when everything aligned just right.
A Collection Inspired by Place & Feeling
Portugal gave us more than a backdrop — it gave us a mood. One that feels colourful yet calm, playful yet polished. The collection captured here is designed to slot seamlessly into real life, whether you’re heading to brunch, packing for a getaway or dressing for a special occasion.
We’re so excited to share these pieces with you — and we hope, through these images, you feel a little of the sunshine, movement, and joy that defined this unforgettable shoot.
