Images courtesy of Mar Rosales and Murphy Caballero
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Feature, Fujifilm
Fujifilm and TA’YO’s Sole DXB collab felt like a three-day family portrait
Text DAZED DIGITAL
At Sole DXB 2025, Fujifilm’s presence took shape through community rather than spectacle, a strategy they’ve been perfecting through their on-ground over the years. Teaming up with TA’YO, a collaboration between Filipino clothing brands Dayo and Tasado, the brand hosted a space that centred photography, the Filipino diaspora, and the people who are usually behind the lens but rarely in front of it.
TA’YO, which means “us” in Filipino, was conceived as a way to speak to the Filipino diaspora and its community here in Dubai. For the founders, the name reflects a collective identity that feels inclusive and recognisable across communities. That ethos carried through the activation, where photographers and cinematographers were brought to the foreground, something the team noted is still rare despite how central they are to visual culture.
Inside the booth, visitors stepped into a fully set-up portrait studio, while the merchandise told a different story. The pieces printed live at Sole DXB came from Memoir, a considered selection of photographic works by Jandri Angelo Aguilor and Thirdy Ravena, paying tribute to the raw energy of creation and the artists who shape their worlds through image and film. Shot in Satwa and captured entirely on Fujifilm cameras, the photographs reflect an unfiltered street-level creative spirit. Translated into printed patches and heat-pressed onto TA’YO garments, each piece became a one-off, allowing wearers to carry a fragment of the photographers’ visual language and make it their own.
Throughout the day, photographers using Fujifilm shared their experiences with us, from veterans who have been shooting for over a decade to newcomers just months into their practice. Many spoke to us about their relationship to their Fujifilm cameras, describing a loyalty that borders on cult-like once you commit to the system.
By bringing photographers, brands and audiences into one shared space, Fujifilm and TA’YO turned their Sole DXB presence into something lived-in and participatory. Less about product, more about process. Less about visibility for its own sake, more about who gets to be seen.