Frye FW/16 Lookbook

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.

FW16_Detail_2
FW16_Cover_Front
FW16_Spread_1
FW16_Spread_2
FW16_Spread_3
FW16_Spread_4
FW16_Spread_5
FW16_Spread_6
FW16_Spread_7
FW16_Spread_8
FW16_Spread_9
FW16_Spread_10
FW16_Spread_11
FW16_Spread_12
FW16_Spread_13
FW16_Spread_14
FW16_Cover_Back_2
FW16_Detail_1
FW16-Modern-Icons-Invite-2
FW16-Modern-Icons-Invite

The Modern Icons Collection was launched with an exclusive invite designed to preview the newly re-designed product line
at The Frye Company Showroom in Manhattan, New York. The aim of this bold yet simple printed artifact was to emphasize the
brand’s commitment to quality, style and craftsmanship.

ROLE: Graphic Design, Styling & Retouching
CLIENT: THE FRYE COMPANY The Frye Company
ART DIRECTION: Wednesday Agency
CAMPAIGN PHOTOGRAPHY: Bjorn Iooss
STILL LIFE/PART MODEL SHOOT:
Maxime Poiblanc
STYLING: Melanie Ward
MODELS: Dylan Penn, Boyd Holbrook,
Jon Batiste, Halsey
DESIGNER: Lina Ahn
LOOKBOOK PHOTOGRAPHY: Rudolf Costin

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