I create content that tells a story.
The 2017 Fall/Winter collection from The Armoury proved to be everything you would expect from this high caliber retailer. My goal was to create looks that reflected the ever present sophistication of the clothes while giving them an on brand "edge".
I like to apply my technical knowledge of visual merchandising that is proven to drive sales and increase the viability of products, but hen it come to grabbing customers attention, sometimes you have to paint outside the lines a bit.
The direction of the styling for this shoot was geared towards recreating a style from an era passed, the 90's. I choose to shoot this on 35mm film to make sure that aesthetically, there was nothing lost in translation. Not only were the clothes authentic, but it was captured in the most authentic way possible.