Baylandi

In the wake of 2020’s lockdowns and the growing need for socially conscious design, Baylandi House of Luxury Scarfs partnered with Jure Ursic to create a series of visuals that challenge traditional fashion narratives. With direction from founder Caroline Bayle and creative lead Hafid Mai, the photoshoot repositions the luxury scarf as a versatile piece that merges purpose with high-end aesthetics.

Shot by Jure Ursic as a studio photographer, the campaign showcases the Baylandi scarf as more than an accessory. It transitions fluidly from a protective face covering to a headpiece, belt, or elegant neck detail—responding to the needs of the modern wearer with grace.

Positioned for both digital and print features, this project bridges practicality with editorial flair. Jure’s eye as a catalogue photographer frames each look with clarity and impact, highlighting the premium quality and adaptable styling of the scarves.

As a fashion photographer, Jure captures a collection that speaks to resilience, identity, and style under pressure. The final imagery stands as both a creative achievement and a commentary on how luxury fashion continues to evolve in dynamic times.

For more visual campaigns and full fashion project support, please visit the service page.
If you’re planning a shoot or would like to discuss ideas, don’t hesitate to reach out via our contact page.