oki-ni - Style Director
Originally as a guest editor, I wanted to use the highly influential oki-ni platform as a way to twist the digital e-Commerce experience, something which they themselves did with the physical shopping experience with their concept store on Savile Row. It might not sound that adventurous now but we used black and white imagery, casted women for a menswear platform and played with depth on the white screen.
After this initial take over I was brought in to oversee the styling and casting for the lookbooks and e-Commerce. oki-ni's then Creative Director saw styling as a fully-encompassing role, which oversaw several elements coming together to form one image as per a creative brief.
Originally the website had 3 unrecognisable model images on one white model. In a year we changed this to 5 images, diversified the casting to over six black, white, Asian models (casted by my dear friend Marqee Miller) and developed an identity for oki-ni that has still been my favourite project to date.
