SCOPE : BRAND STRATEGY + DEVELOPMENT • CREATIVE DIRECTION • ART DIRECTION • ON-SET ART DIRECTION • RETOUCHING + EDITING OVERSIGHT • PRINT + DIGITAL PRODUCTION
BCBG MAX AZRIA
AUTUMN— Defining a fashion brand’s je ne sais quoi
BCBG Max Azria is defined by European sophistication and American spirit. The challenge: build a brand toolkit honoring that duality while establishing a visual language that could evolve season to season.
This unified design system became the foundation for award-winning runway show and afterparty invitations, save-the-date reminders, media kits, print advertising campaigns, runway and ready-to-wear catalogues, bridal and handbag lookbooks, and BCBG’s first eight-page editorial spread in Vogue’s September issue.
DELIVERABLES : PRINT ADVERTISING • LOOKBOOKS • CATALOGUES • RUNWAY SHOW INVITATIONS • MEDIA KIT
CAMPAIGN PHOTOGRAPHY + PRINT ADVERTISING
Paolo Roversi’s intimate and authentic portrait photography — inspired by August Sander, Robert Frank, and Diane Arbus — defines the aesthetic of the fall collection and drives the print advertising campaign, including the debut of footwear and eyewear.
RUNWAY LOOKBOOK
Borrowing from the fabric swatches and fall mood board palette, the runway lookbook extends the brand toolkit across retail, wholesale, and marketing touchpoints.
AWARD-WINNING RUNWAY SHOW INVITATIONS + MEDIA KIT
Together with an editorial-style media kit, the invitation suite includes a runway show and afterparty invitation, a save-the-date reminder, and matching envelopes decorated with vintage postage stamps. Using digital and handcrafted collage techniques, Roversi’s imagery and textile patterns are transformed into artistic compositions — offering just a glimpse of what was to come down the runway.
