In Fall 2016, The Frye Company launched The Modern Icons Collection featuring
6 reimagined classics: combat boots worn during World War II, engineer styles, western
looks and the well-known harness boot worn by John Lennon. Inspired by these products,
the FW/16 Campaign re-imagines timeless American characters and portrays those icons in
striking, modern portraits. Dylan Penn, Boyd Holbrook, Jon Batiste, Halsey revive classic
icons such as: the American beauty, the rebel, the music man and the rocker.
By using a bold typographic treatment and layout, the printed lookbook concept
showcases these iconic products in a strong, contemporary editorial approach.
An additional set of postcards was designed to complement the visual design
system, and make a reference to each of the product styles.
ROLE: LOOKBOOK DESIGN, STYLING & RETOUCHING
CLIENT: THE FRYE COMPANY
ART DIRECTION: WEDNESDAY AGENCY
CAMPAIGN PHOTOGRAPHY: BJORN IOOSS
STILL LIFE/PART MODEL SHOOT: MAXIME POIBLANC
STYLING: MELANIE WARD
MODELS: DYLAN PENN, BOYD HOLBROOK, JON BATISTE, HALSEY
DESIGNER: LINA AHN
LOOKBOOK PHOTOGRAPHY: RUDOLF COSTIN