Driver | Creative Director | Photo Art Direction
Problem:
The brand introduced a non-gender-specific basics line, but the traditional PDP format didn’t effectively showcase multiple gender associations without overcrowding the page. The challenge was to ensure all customers saw themselves reflected in the product without overwhelming the shopping experience.
The brand introduced a non-gender-specific basics line, but the traditional PDP format didn’t effectively showcase multiple gender associations without overcrowding the page. The challenge was to ensure all customers saw themselves reflected in the product without overwhelming the shopping experience.
Solution:
We reimagined on-figure photography by incorporating multiple models within each PDP—featuring a diverse range of genders and non-binary individuals. This approach maintained a clean, intuitive page design while making the product feel accessible to all.
We reimagined on-figure photography by incorporating multiple models within each PDP—featuring a diverse range of genders and non-binary individuals. This approach maintained a clean, intuitive page design while making the product feel accessible to all.
Photographer: Ivan Lasso
Digital Tech: Taylor Feist
Stylist: Robin Kelley