Lookbook design concept for The Frye Company, Spring-Summer 2016 collection.
This proposal was created as part of Frye’s major re-branding in 2016, featuring a new
visual design & typographic system, color palette, and campaign photography. The layout
was inspired by the rugged, all-American textural quality of the season’s product line.
The road-trip campaign imagery is shot in California featuring models
Justice Joslin and Caroline Brasch.
A set of postcards was also developed as a collateral extension to the lookbook.
ROLE: LOOKBOOK DESIGN, STYLING & RETOUCHING
CLIENT: THE FRYE COMPANY
ART DIRECTION: WEDNESDAY AGENCY
CAMPAIGN PHOTOGRAPHY: LACHLAN BAILEY
STYLING: MELANIE WARD
MODELS: JUSTICE JOSLIN & CAROLINE BRASCH
DESIGNER: LINA AHN
LOOKBOOK PHOTOGRAPHY: RUDOLF COSTIN