Photography & Art Direction

Photography & Art Direction

Fashion Industry Portfolio, 2015–2018

A portfolio of art direction and photography work across four Los Angeles fashion clients: Departamento LA, H.Lorenzo, 69us, and DesireeKlein. Work spanned visual identity, website direction, editorial photography, and e-commerce content, bridging the digital and physical retail experience.

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Departamento LA

Process

• Collaborated with Departamento, a designer menswear boutique in Los Angeles' Arts District, to redefine its visual identity and enhance its unique style of photography.
• Contributed creatively across various fields of UX, including website visual direction, to transform Departamento into an avant-garde boutique.
• Embraced Departamento's vision of exploring the relationship between the digital and physical in the retail space.

Approach

• Redefined Departamento's visual identity, creating a cohesive and distinctive brand that resonated with the boutique's avant-garde style.
• Crafted a unique style of photography that captured the essence of luxury staple brands and emerging independent brands carried by Departamento.
• Provided creative input across all aspects of UX, ensuring a seamless and immersive shopping experience for customers.
• Fostered a sense of discovery within Departamento's evolving gallery format, challenging traditional retail norms.

Outcome

• Transformed Departamento into an avant-garde boutique, attracting fashion enthusiasts and luxury shoppers.
• Established a strong and recognizable visual identity that aligned with Departamento's unique brand philosophy.
• Enhanced the boutique's online presence and website visual direction, making it a hub for fashion exploration.
• Successfully bridged the gap between the digital and physical realms in retail, setting Departamento apart as a pioneering retail experience in the Arts District.

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H.Lorenzo

Process

• Collaborated with H. Lorenzo, an avant-garde multi-label fashion retailer in Los Angeles, to revamp its online identity, editorial design, and visual content workflow.
• Worked closely with the team to understand their unique approach to curating one-of-a-kind artisanal Japanese and European designers for men and women.
• Embraced H. Lorenzo's rich history of over 25 years in the fashion retail scene and their commitment to introducing unique and progressive designers to the North American market.

Approach

• Redefined H. Lorenzo's online identity, creating a digital presence that mirrored the avant-garde and artisanal essence of their physical boutiques.
• Developed a cohesive editorial design strategy that showcased the diverse range of designers, from established names like Comme des Garçons and Ann Demeulemeester to emerging labels from Europe and Japan.
• Streamlined the visual content workflow both in-studio and out of studio, ensuring H. Lorenzo could effectively communicate its avant-garde fashion perspective through imagery and design.

Outcome

• Transformed H. Lorenzo's online identity into a reflection of their avant-garde, one-of-a-kind curation.
• Established a dynamic editorial design that effectively showcased the wide array of designers in their portfolio.
• Enhanced the visual content workflow, enabling H. Lorenzo to create and share captivating visuals.
• Contributed to H. Lorenzo's continued success, spanning five boutiques and drawing attention to both established and emerging designers.

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69us

Process

• Collaborated with the avant-garde clothing brand '69us,' based in Los Angeles, to contribute photography aligning with their unique, unisex denim-focused aesthetic.
• Embraced the brand's philosophy of anonymity, understanding that it allows the brand to transcend ego and encourages a freedom of perception for its diverse audience.

Approach

• Utilized photography as a powerful medium to communicate the brand's values of inclusivity, diversity, and a sense of belonging for customers of all ages, races, sexualities, and sizes.
• Crafted visual narratives through photography that resonated with the brand's community.

Outcome

• Through photography, helped '69us' maintain an air of mystery while effectively communicating their commitment to diversity and inclusivity.
• Contributed to the brand's success by creating visuals that attracted fans such as Rihanna, Chloë Sevigny, and Kylie Jenner.

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DesireeKlein

Process

• Collaborated with 'DesireeKlein,' a designer brand based in LA, to contribute photography aligning with the brand's distinctive design language characterized by strong silhouettes and streamlined cuts.
• Leveraged photography to bridge the gap between the designer's background in product design and the world of fashion.

Approach

• Utilized photography to showcase the transformative and structured nature of 'DesireeKlein' designs, creating visuals that highlighted the strong silhouette and precise construction.
• Crafted visual stories that resonated with the brand's audience, including popstars like Peaches, Kelela, and Feist.

Outcome

• Through photography, contributed to 'DesireeKlein's' success by visually articulating the brand's design philosophy, attracting a diverse clientele including popstars.
• Highlighted how photography can be a valuable tool in fashion UX and UI, helping create a seamless and immersive digital shopping experience.