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.
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