In Fall 2016, The Frye Company launched The Modern Icons Collection featuring  6 reimagined classics: combat boots worn during
World War II, engineer styles, western looks and the well-known harness boot worn by John Lennon.  Inspired by these products, the FW/16 Campaign
re-imagines timeless American characters and portrays those icons in striking, modern portraits.
Dylan Penn, Boyd Holbrook, Jon Batiste, Halsey revive classic icons such as: the American beauty, the rebel, the music man and the rocker. 
By using a bold design treatment, the printed lookbook concept showcases these iconic products in a strong, contemporary editorial approach.

An additional set of postcards was designed to complement the visual design system, and make a reference to each of the product styles.

In Fall 2016, The Frye Company launched
The Modern Icons Collection featuring  
6 reimagined classics: combat boots worn during World War II, engineer styles, western looks and the well-known harness boot worn by John Lennon.  Inspired by these products, the FW/16 Campaign
re-imagines timeless American characters and portrays those icons in striking, modern portraits. Dylan Penn, Boyd Holbrook,
Jon Batiste, Halsey revive classic icons such as: the American beauty, the rebel, the music man and the rocker.  By using a bold design treatment, the printed lookbook concept showcases these iconic products in a strong, contemporary editorial approach.

An additional set of postcards was designed to complement the visual design system,
and make a reference to each of the
product styles.