YVMIN, the Chinese jewellery label, transforms everyday scenes into a surreal meditation on perception, identity and the limits of reality.
We understand the world by assigning names and boundaries to everything around us. A road, a landscape, a cat, a stranger. Yet those definitions can suddenly falter, allowing ordinary scenes to acquire an unexpected quality. For its FW26 campaign, YVMIN enters this unstable space with ‘Between Frequencies’, a visual story where reality feels temporarily suspended.
The campaign suggests that these strange moments have always been present. They emerge in the gaps between what we recognise and what we can explain, when objects and bodies slip free from their familiar identities. The result is a subtle form of surrealism that alters perception without abandoning the everyday.
Creative director and YVMIN co-founder Xiaoyu Zhang develops the concept alongside photographer Li Yuan, whose images turn apparently simple environments into enigmatic scenes. Models Chen Huijia and Xueshan inhabit these spaces as figures caught between presence and transformation.
The approach resonates with YVMIN’s understanding of jewellery as a way of reimagining the body and its relationship with surrounding objects. In ‘Between Frequencies’, adornment opens a passage into the unnamed, that brief instant when reality loses its edges and the familiar becomes strange again.
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