Frye FW/16 Lookbook



  • 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.



  • CREDITS

    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