Folk Clothing

Art Direction / Print The Spring Summer 16 collection was all about pop colours and the movement of fabrics, peppered with familiarity but not always in expected places. Working with the stylist Victoria Higgs, the focus of the campaign was to capture this sense of youth and movement, as well as playing on the element of surprise. A simple set design and choice of playful props allowed us to work fluidly between the different styles and experiment on the day. Each look offers something novel and fun through the changing perspectives and crops. In keeping with the spirit of summer I incorporated the imagery into packs of postcards that were used in-store and as part of Folk’s wider E-comm packaging. The packs were bound and finished in primary colour sleeves that incorporated playful typography taken from the seasonal headline, ”New Spring Moves”.