PressPlay in Tokyo

Neon lights, falling snow, crowded crossings, and quiet backstreets. 

Our Autumn/Winter 2025 campaign, PressPlay, captures the chaos and the calm, the traditional and the modern. It’s an invitation to embrace the adventure of the everyday.

We moved through Ginza’s glow, Shibuya’s rush, Harajuku’s edge, and Shinsen’s stillness. Each scene, a snapshot of the city’s rhythm, energy, colour, and movement colliding. Styled by longtime friend of Ena Pelly, Patrick Zaczkiewicz, hair and makeup by Georgia Gaillard and captured through the lens of Tokyo-based photographer Ivana Micic, the campaign embodies the rhythm of the city. Our EP muse Marusja moved through Tokyo with effortless charisma, and off-duty confidence that brought the collection to life.

"It's an invitation to embrace the adventure of everyday"

- EP Creative Director

Marsuja wears the Miley Suede Trench

Marsuja wears the Miley Leather Trench

Notes from EP Studio 

This season is about boldness and ease. Think gritty street style through a luxury lens, oversized shapes with unexpected details, and vintage sportswear reworked for now.

Hero pieces include soft leather outerwear in warm browns and worn black finishes for a luxe but lived-in appeal. The Miley Trench in suede or leather cuts a sleek longline silhouette, built to last season after season. The Speedway Tee Dress nods to vintage sport graphics, channeling that laid-back, off-duty energy.

AW25 is low-key luxury with a fresh twist where comfort, sustainability, and style work in harmony. It’s about wearing confidence and pressing play everyday.