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.

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.