Andrea designs for "a girl with style and modern aesthetic," with ready-to-wear garments
ranging from $300-600.
Objective: Create a campaign for A.L.C's Spring Collection.
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.
It was a fun challenge to figure out how to make the garment appear as though it was emerging from a cocoon while floating in the air. I had very limited supplies and the process had to be shot twice, but I learned several new techniques both in physical styling and in software.
The end result came out almost exactly as I had planned.
Many thanks to Dion Utt, who helped with photos and styling on the second shoot.