Synergy Fashion Group (work in progress)
Synergy fashion group approached me with a problem. They were stuck in a monotonous funk: years of clean cut, overly polished lookbooks. Essentially the same book year after year. Interest in the catwalk event was also diminishing. They needed a new look. They need to go from the obvious and overdone to the mysterious and elusive.
I wanted to create a lookbook with so much allure that you couldn’t avoid being curious. Maybe a lookbook that barely showed the clothing at all…just a taste. This concept was executed by overexposing 35mm film both in-camera and in post production.
Art Direction, Photography