Shot by fashion photographer Guy Aroch, featuring supermodels David Gandy and Magdalena Frackowiak, the Fall Lucky Brand catalog shoot was set on the Northern Coast of California. The two-issue, 32 page catalog, as well as a denim focused fold-out postcard and a smaller accessories catalog were sent to Lucky customers at various times throughout the season. A large format look book for magazine editors and an internal brand book featured the advertising images shot by Alasdair McClellan.