Frye SS/17 Lookbook


Following the FW/16 Modern Icons Collection, Frye launched The Modern Icons 
Campaign for SS/17, featuring re-designed products with a lighter feel & color tone suited for the warmer season. Further elevating the brand story, the campaign features new talent such 
as Devon Windsor & Luke Rockhold that embody the spirit of Frye and its American heritage.

The printed lookbook concept references the brand’s core values: craft, quality, and style 
by pairing a modern type treatment, with bold imagery of the featured talent. 

This proposal was designed to showcase the collection in a compelling way
 by reconfiguring the catalog’s product line.



CREDITS

ROLE: LOOKBOOK DESIGN, STYLING & RETOUCHING
CLIENT: THE FRYE COMPANY
ART DIRECTION: WEDNESDAY AGENCY
CAMPAIGN PHOTOGRAPHY: BJORN IOOSS
STILL LIFE: MAXIME POIBLANC
STYLING: JULIE RAGOLIA
MODELS: DEVON WINDSOR & LUKE ROCKHOLD
DESIGNER: LINA AHN
LOOKBOOK PHOTOGRAPHY: RUDOLF COSTIN

Frye SS/17 Lookbook
6
156
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Published:

Frye SS/17 Lookbook

Following the FW/16 Modern Icons Collection, Frye launched The Modern Icons Campaign for SS/17, featuring re-designed products with a lighter fee Read More
6
156
0
Published: