Each season a research is conducted into fashion shows worldwide to identify the season’s main trends. This research lays the groundwork to create editorial content for McArthurGlen print and digital channels, emphasising the brand relevance within the fashion industry and aiming to inspire and guide the customers in their shopping experience.
I managed this project from concept to final delivery for three consecutive seasons. I was responsible for conducting the initial research used to create the Trend and Product Guides. I designed the lock-ups used to create advertorials and digital assets for six different markets and collaborated with animators to translate the static assets into motion graphics. I led the art direction of the still life trend shoot and worked closely with the photographer and stylist on set.
Trend Images shot in collaboration with photography studio Tapestry.