EXTERNAL DIRECTION + STYLING for the A-COLD-WALL* AW21 B2B and eCommerce imagery
240 looks. Prepped in 2 days. Shot in 4.
A mammoth of a project but quite easily one of my most satisfying to date. AW21 was one of A Cold Wall*'s best collections to date, and felt like the maturation of ideas explored in previous collections, and a significant sequel to the more adult brand that was unveiled in AW20.
Luxury fabrics, simpler branding and vibrant colours underpinned the collection. Knitwear was without a doubt a highlight, and was something I wanted reoccurring within the styling. I would say this was a scenario where understyling the brand (monotone use of colour, rarely breaking up sets, layering with accessories rather than garments) felt more natural to represent such a high quality collection.
As the decision was to forego video this season, I wanted to add a level of movement to the imagery. We have spent seasons defining the ACW* customer, so directing movement and creating a suitable demeanour came very naturally.