Objects IV by Daniel Arsham - B2B and e-Com launch imagery
A blank slate with a design-led luxury brand is a fantastic place to create an image from. There are fewer concerns for commercialism (though a balance is always necessary) and a greater desire to maintain or stick to some sort of ethos.
Objects IV is contemporary artist Daniel Arsham's fashion brand. Conceived from Arsham's own uniform, it is essentially a suit for the modern creator. The colour palette matches his own artistic aesthetic, which is also mirrored by the hardware and patina applied throughout.
The design team went with a genderless design model, which was steered more towards unisex and applied throughout as a theme for styling and casting. With styling, to be truly unisex I replicated the looks across both male and female models. The whole "boyfriend" look is too easy a trap/trope and it doesn't do the product justice. I styled with identical pieces but simply wore them slightly differently. From our casting we ended up having some very classical (i.e show-type) female models, but stumbled across Laura who was actually just meant to be our fit model. She embodied everything I thought the brand wanted, so we decided to champion her as our women's-fit model and she carried it oh-so-well.
There are other elements of the layouts of imagery and posing that were tweaked but I'm keen to see this develop as go into further Chapters i.e collections.