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 Stockhlom 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 her talented team.
Art Direction - Vanessa Marcazzan
Creative Direction - Schelay McCarter
