– High Summer 2016 campaign –
My role: Art direction, design, and photography
With the launch of their Summer 2016 range, the Australian fashion label Vanishing Elephant sought to reinvigorate their brand with a more refined and fashion-forward aesthetic. I was approached to art direct and photograph the campaign and design the lookbook.
The challenge: How do you reposition a cult-classic daywear label to appeal to a more fashion-forward target demographic?
The solution: For this campaign, we paired naturalistic lighting with a lush flora-filled industrial space to create an aspirational studio context. The fold out look-book design communicates the collection's key pieces with subtle type indicating the price and name of garments, allowing the imagery and layout to take center stage.