River Island is an established name on the UK high street, but in this competitive and ever-changing environment, no brand can stand still. It is crucial that it continually pushes itself to raise brand awareness and product perception within both the trade and fashion press.
Working with the brand’s head of PR, my role was to deliver a progressive creative direction to the seasonal product shoots and industry-facing marketing materials.
Over the course of three seasons, I collaborated with photographer Barnaby Roper and stylist James Sleaford, to present successive collections in a fresh manner. We developed new photographic concepts and innovative production techniques which would appeal to a select group of press, stylists, buyers and photographers within the industry. High production values and limited-edition runs added to the desirability of the resulting look-books.
The success of the design and art direction was measured by positive audience response and, most importantly, by the dramatic increase in product and press enquires generated over a monitored time frame.