THE SEPTEMBER ISSUE

The September Issue was a Saint and Sofia AW22 campaign shot in Central London studios, offering a playful and tongue-in-cheek take on the world of fashion publishing. Styled around a fictional magazine production, the campaign followed characters creating their iconic “September Issue” while wearing key pieces from the autumn collection. Tailoring, knitwear and statement separates brought the story to life through exaggerated fashion tropes, editorial moments and witty styling. Blending humour with contemporary style, The September Issue celebrated creativity, self-expression and the drama of fashion culture — but make it fashion.