Klæde | Art Direction
The most creatively fulfilling element of Klæde was taking an idea and turning it into an entire campaign. The collection theme, color palette, and kerchief patterns were the beginning phases of the art direction process—every step of the way I had a vision for the collection and how I wanted to represent it.
When the kerchief pattern designs were finished and in production, I carried my vision for the theme by organizing and styling a photo shoot. Creating high-quality editorial imagery was important to me because I knew that it would help elevate my small brand. I scouted each location, worked with local vendors for props and styling, and sourced all the clothing, and connected with models for each shoot. Once the editorial photos were ready, I strategized the final marketing output with the imagery. Each setting—Instagram, email marketing, and the site—needed imagery, alongside type and color, to create a cohesive and captivating campaign.
My passion for creating a complete story through design is highlighted through my work art directing each campaign I launched with Klæde. As a designer, I care about the big picture, and taking something from an idea to a finished product, while caring intently for the small important details along the way.
The lookbooks for each collection can be located here. I worked with photographer Monika Ottehenning for all photoshoots. Some of the artists I collaborated with for unique artist collections were Amber Vittoria, Ronni Nicole, Liv Lee, Amanda Jane Jones, and Ana Leovy.
