12 STOREEZ unveils its latest campaign “Dream Big”, captured by the renowned fashion photographer Craig Mcdean. The shoot brings together supermodel and Naked Heart Foundation founder Natalia Vodianova with 19-year-old aspiring model Sergey Kuzmin — a young man whose life has been shaped in part by his experience with autism, and whose journey is now inspiring others.
Sergey dreams of a future in modelling and independent living — a journey he began at 16, when he first walked to the bus stop alone without his mother. Last year, dozens of his followers sent a video to the founders of 12 STOREEZ, in which he shared his hope of modelling for the brand. That heartfelt gesture led to his first personal shoot with the company — and ultimately, an invitation to Paris for this milestone project.
“We saw Sergey’s talent and potential in modelling — how versatile he is on camera, how well he wears our pieces,”
says Ivan Khokhlov, CEO of 12 STOREEZ.
This campaign reflects the brand’s ongoing partnership with the Naked Heart Foundation, which supports children and young people with autism and developmental disabilities through specialist training and inclusive programmes. In just a year and a half, 12 STOREEZ has contributed over 1 000 000 dollars to the Foundation’s work.
“Natalia is one of the world’s top supermodels. Sergey is just at the start of his modelling journey. Natalia does incredible work to help people with disabilities live full, independent lives — something Sergey dreams of more than anything. By bringing these two together, we wanted to show that dreams really do come true — when you dare to dream out loud,”
says Ivan.
“For Sergey, this was his first international shoot — and I know just how overwhelming that can feel,”
says Natalia Vodianova.
“We didn’t pretend there was nothing to be nervous about. Instead, everyone on set paid attention, spoke with care, and truly listened — and that made all the difference.
At the Naked Heart Foundation, we follow the same principle of creating safe, supportive spaces. In our Family Support Centers, we foster environments where people with developmental disabilities — and their families— feel welcome and heard. Respect, acceptance, and the opportunity to be understood — these are universal values. And on set, they proved just as powerful.”
Among the key looks featured in the campaign were two standout pieces designed in collaboration with Natalia Vodianova: a trench coat crafted from glove leather and a padded mac coat in water-repellent twill. Both pieces were inspired by silhouettes drawn from her own wardrobe.
Adding to these are three refined pieces from our Dubai collection, crafted from luxurious fabrics. The delicate silk knit turtleneck serves as a timeless essential, perfect for a soft, lightweight touch during seasonal transitions. The wool-silk dress, with its layered textures, exudes understated elegance. Effortlessly style these pieces together with the tailored belted blazer, which offers a soft yet structured silhouette.
“With this collection, I wanted to capture the quiet, grounded mood of autumn. The air remains warm during the day, but cools by evening. The colours deepen — richer, denser, more assured. Nature has already created every shade we could ever need, we just have to look closely.
I hope you won’t be afraid to dream big. I believe only the brave can be truly happy—and only the brave see their dreams come true,
” says 12 STOREEZ Creative Director Irina Golomazdina.
Through this campaign, 12 STOREEZ continues its commitment to champion meaningful stories and redefine modern fashion by creating space for individuality, talent, and inclusion. Shop the collection launching on August 12, online or in stores and help us grow our impact by supporting the values that shape our mission.
Availability
Discover the Dream Big collection, now available at their stores in 360 Mall Kuwait, Dubai Marina Mall, Dubai Mall and online at 12 storeez.store.
