I Love Ugly July 22' Editorial Campaign — Behind The Scenes

A behind the scenes look at our latest editorial campaign, including a sneak peek at some pieces yet to drop.

For this campaign, we really wanted to put an emphasis on what makes the I Love Ugly brand more than just clothing. Hot coffee, brisk winter air, self-development reading material, and more. For the location, we chose The Convent — an old Nunnery, turned half-way house, most recently renovated and brought to life as a boutique hotel.