Dickies FW21 Work Inspired Lookbook

The Brief We were asked to create an elevated Fall/Winter 2021 lookbook using Dickies new brand identity. The lookbook will be used to support the Dickies sales team to ensure buyers, media, and PR outlets are inspired, see the value & potential growth of the work inspired category. The Project The guiding principle for this shoot was uniform, the clothes you put on every day to feel a part of something. The pieces that make you feel emotionally protected, comfortable and cool. We translated this through 3 aesthetic approaches: Minimal, Muted and Understated. In order to achieve this stripped back, elevated feel without losing Dickies personality we stayed true to the humanness, naturalness and humility that’s at the heart of the Dickies brand, through warmth, spark and togetherness. To capture still life we approached this by making the products feel high end, yet there’s an incidental, opportunistic, lived-in quality to them. Like each product is part of a real life and real story. We decided to expand the brief and deliver a range of still and moving BTS content. Since Dickies consumers are ‘makers’, We wanted to maximise the opportunity of being surrounded by incredible makers including the photographer, set designer and stylist who helped to make the shoot happen.