Frye SS/17 Lookbook



  • Following the FW/16 Modern Icons Collection, Frye launched The Modern Icons 
    Campaign for SS/17, featuring re-designed products with a lighter feel & color tone suited for the warmer season. Further elevating the brand story, the campaign features new talent such 
    as Devon Windsor & Luke Rockhold that embody the spirit of Frye and its American heritage.

    The printed lookbook concept references the brand’s core values: craft, quality, and style 
    by pairing a modern type treatment, with bold imagery of the featured talent. 

    This proposal was designed to showcase the collection in a compelling way
     by reconfiguring the catalog’s product line.



  • CREDITS

    ROLE: LOOKBOOK DESIGN, STYLING & RETOUCHING
    CLIENT: THE FRYE COMPANY
    ART DIRECTION: WEDNESDAY AGENCY
    CAMPAIGN PHOTOGRAPHY: BJORN IOOSS
    STILL LIFE: MAXIME POIBLANC
    STYLING: JULIE RAGOLIA
    MODELS: DEVON WINDSOR & LUKE ROCKHOLD
    DESIGNER: LINA AHN
    LOOKBOOK PHOTOGRAPHY: RUDOLF COSTIN