Frye / SS 2017
E-Commerce, Emails, Printed & Web Assets
Following the FW16 Modern Icons collection, Frye launched The Modern Icons campaign for SS17, featuring re-designed products with a lighter feel and color tone suited for the warmer season. Further elevating the brand story, the campaign features new talent such as Devon Windsor and Luke Rockhold that embody the spirit of Frye and its American heritage.
The printed lookbook concept references the brand’s core values: craft, quality, and style by pairing a modern type treatment, with bold imagery of the featured talent. This proposal was designed to showcase the collection in a compelling way by reconfiguring the catalog’s product line.
CREDITS
CLIENT / THE FRYE COMPANY
ART DIRECTION / WEDNESDAY AGENCY
ART DIRECTION / BJORN IOOSE
STILL PHOTOGRAPHY / MAXIME POIBLANC
STYLING / JULIE RAGOLIA
DESIGN / LINA AHN, IONUT RADULESCU