Modern dating feels like a video game, where pixels swipe right and left. A seemingly endless barrage of faces, names, ages, and overly sincere prompt answers. In the end, what do we end up with? Our phone, our screen, our inner selves.

Urban Sophistication's new The First Date Feeels collection campaign captures the anticipation, intimacy, and ephemerality of digital connection. A lifestyle brand that combines cultural commentary, humor, and style, founders Neta and Elad Yam say that, at it's core, the collection is "about the feelings we want her to carry into those moments—empowered, confident, sexy, and beautiful. Even if the date is awful, at least she felt amazing in that dress. Feeels is about making sure that’s always the starting point.” Highlighting both their ready-to-wear styles and iPhone cases, the campaign imagery is intimate, cinematic, and almost uncanny in the way it feels so familiar: the frenzy of picking an outfit, clothes strewn on the floor, feigning interest in your date, checking your phone to update your friends. “We let the storytelling shape the collection.”

Mature, form-fitting halter-neck dresses contrast preppy, youthful striped polo shirts. The collection balances the increasing intensity of relationships: the playful, childlike giddiness of the talking stage with a flowy, easy-going First Date Dress and relaxed fit Fold Over Pants. Ease slowly gives way to sober sophistication with the understated, yet tasteful Meet His Mom Dress.

Though dating can feel like the trenches, Urban Sophistication wants their wearer to feel good whilst urging them to stand firmly and fearlessly in their unique identity.