The Cult Classics
Simply Be AW24 transitional dressing
Reframing wardrobe staples as icons, I developed a playful campaign world inspired by the visual language of film making, bringing the brand’s ‘be your own muse’ strategy to life. Positioning her as the star of the show, the campaign reinforced the idea of pieces worth returning to season after season.
The concept was inherently social, translating naturally into product stories that matched pieces to movie genres and character types, giving the AW launch a playful point of difference in the crowded September fashion landscape.
Creative and Art direction: Nicole Gledhill
Photography: Aaron Crossman
Copy Writer: Marnie Buckley
Stylist: Gemma Harrison
Models: Iris Werkman & Lucy Knell
H&M: Amy powell & Thembi Mkandla
Dop / Video Lead: Ellen Offredy