Fashion content story for sustainable brand in Stockholm Frii Shirt for 'Book of Kin' Art Directed by Vanessa Marcazzan

 Fashion content story for sustainable brand in Stockholm  for 'Book of Kin' Art Directed by Vanessa Marcazzan

Vanessa is on maternity leave from H&M in Stockholm and joined my online Art Direction for Fashion course at CSM ONLINE to develop her project. The brand is called Frii Shirt. The goal is to reinvent new fashion shirts from the discarded but perfect white sheets from high end luxury hotels. A wonderful idea for recycling , reinventing and using a circular production model to put what would be waste back into the consumer market in the form of premium quality fashion product. Vanessa went one step further and art directed her preproduction idea putting theory into practice producing an impressive collection of images to promote the brand. Well done Vanessa and team. Vanessa is a talented Junior designer, her drive and creative energy jumped through my screen on my online Art Direction for fashion course. Her can do attitude and willingness to dive into this project babe in arms and make things happen with a team of people was impressive. H&M are lucky to have her.

Art Direction - Vanessa Marcazzan

Creative Direction - Schelay McCarter

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Summer 25 - fashion Content story by Elena Hetherington for Schon magazine - Location Cornwall UK

I would like to share this wonderful fashion content idea by graphic Designer Elena Hetherington.

This idea is all about making one's own sunshine. 

For Schon magazine this idea could also be applied to a fashion brand retail company to launch a summer collection, eg Blumarine, Prada, Miu Miu, Mulberry bags - Visual Merchandising, social media, website and short film.

The ideal dates to shoot this in Cornwall in the UK would be September/early October before the clocks go back and we enjoy the last of the milder weather. Otherwise a sunnier global location would need to be sought, eg Miami Art deco district hotel pools.

Art Direction Elena Hetherington

Location - Sea Space Indoor Pool Newquay Cornwall - air port at Newquay

Photographers - Fernando Rodrigues / Dan Belieu

Models - Hannah Nichol - Genesis model agency / Jess Salgado - Wild Agency

Stylist - Gemma De Los Santos 

Creative Direction - Schelay McCarter Tutor - Art direction for Fashion onsite at Granary Square 2025