I took inspiration from natural spring forms and from two quotes by Andrea Leiberman:
“The final result is less about the beginning inspiration
and more about the journey and creative process."
“I’m about easy looks constructed with layers.
I like the luxury of transforming from preppy chic to downtown street
just by taking off my cardigan and rolling up my sleeves.”
Spring is about transfiguration and new life - (hatching/growing/blooming.) There is a process during which an idea grows into a physical piece, then there is the breathtaking moment when it is unveiled. My goal was to capture the anticipation in my ads and then reward it.
I wanted to imply that the clothing wasn't manufactured, it was born from inspiration and a creative journey. The garment is shown as beautiful and delicate but also strong enough to push its way out and flourish.
The ads involve taking the viewer through a process, during which they must to wait for the moment of gratification when the garment is revealed.