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.