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Frye SS/17 Lookbook

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.

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ROLE: Graphic Design, Styling & Retouching
CLIENT: The Frye Company
ART DIRECTION: Wednesday Agency
CAMPAIGN PHOTOGRAPHY: Bjorn Iooss
STILL LIFE/PART MODEL SHOOT:
Maxime Poiblanc
STYLING: Melanie Ward
MODELS: Devon Windsor & Luke Rockhold
DESIGNER: Lina Ahn
LOOKBOOK PHOTOGRAPHY: Rudolf Costin

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© 2024  Ionut Radulescu