Driver | Creative Director | Photo Art DirectionÂ
Problem:
Traditional on-figure styling often felt too polished and rigid, missing an opportunity to connect with how customers actually wear and style their apparel. We wanted to explore a more authentic, street-inspired approach that reflected real-world versatility.
Traditional on-figure styling often felt too polished and rigid, missing an opportunity to connect with how customers actually wear and style their apparel. We wanted to explore a more authentic, street-inspired approach that reflected real-world versatility.
Solution:
We gave models more creative freedom to style pieces as they would in their daily lives—sizing up for looser fits, layering more dynamically, and incorporating props that added lifestyle context. Whether it was a bike, a picnic blanket, or other everyday elements, this approach injected personality and purpose into the imagery, making the product feel more lived-in and relatable.
We gave models more creative freedom to style pieces as they would in their daily lives—sizing up for looser fits, layering more dynamically, and incorporating props that added lifestyle context. Whether it was a bike, a picnic blanket, or other everyday elements, this approach injected personality and purpose into the imagery, making the product feel more lived-in and relatable.
Photographer: Ivan Lasso
Photographer: Taylor Feist
Stylist: Robin Kelley