This fall, Áwet New York will introduce its fall 2025 collection in partnership with the Self-Portrait Project through an editorial series titled “The Tapestry of Us,” a cultural movement designed to capture and celebrate the stories that connect everyone.
The campaign will launch Oct. 24-26, transforming Áwet New York’s SoHo flagship into a live portrait studio where 1,000 New Yorkers will be photographed and their stories documented in real time. They will include everyday people alongside members of the fashion, arts and creative community, each contributing their own portrait and story.
Áwet Woldegebriel in a pre-campaign image to illustrate the concept.
Courtesy of Áwet New York
“We live in a time where our nation — and our world — feels more divided than ever. In that division, we’ve forgotten that we are all threads in the same tapestry. My goal has always been to bring people together, to create moments where community can be seen, felt and celebrated. ‘The Tapestry of Us’ is about reminding us of that truth — that we are stronger, more beautiful and more human when we stand as one collective spirit,” said Áwet Woldegebriel, founder of Áwet New York.
The Self-Portrait Project, known globally for its socially conscious method of participatory photography, will lead production and photography. Using its signature two-way mirror and remote-control system participants will be able to photograph themselves, giving them full authorship of the image.
A pre-campaign mage from Áwet to illustrate the concept.
Courtesy of Awet New York
Áwet New York will oversee campaign marketing, styling and corporate partnerships, ensuring the project reaches not only local audiences but also resonates on global platforms.
Each image will be paired with a personal narrative to create a collective archive. There will be a digital rollout on Instagram, TikTok, and a dedicated microsite powered by the hashtag #TapestryOfUs. “The Tapestry of Us” is designed to travel to additional cultural hubs worldwide, including Los Angeles, Atlanta, Paris, Lagos and Tokyo.
“We’ve seen how fashion can drive culture, now images can shape the way we see ourselves, and how storytelling can bind us together. This project is the convergence of all three — it’s a love letter to community and a challenge to remember than none of us exists in isolation,” said Woldegebriel.