Professional Bad B*tch

The creative brief for this shoot was centered around menswear—I wanted to explore that timeless tension between soft femininity and structured masculinity. I know, not the most groundbreaking concept, but it was one I felt deeply compelled to bring to life. I collaborated with the incredibly talented Vancouver photographer Lindsay Elliott and the powerful presence of model and activist Indruh to realize the vision. We shot in Lindsay’s studio on a bright February day, launching multiple new products in the process. At the time, I was also in the midst of rebranding YBH, and this photoshoot became a pivotal moment in shaping the visual direction of the brand for the years ahead.

In this shoot I launched, the Cloud Bag (mini, midi and maxi), the City Sling, Maxi Fanny Pack and the Unity Bag in multiple leathers.

- Emily, YBH Founder

Model: Indruh

Photographer: Lindsay Elliot

Date: 2021