Challenge: Elevate an emerging fashion brand's visual portfolio --- from catalog imagery to lifestyle imagery.
Nikki Rich is a clothing line designed by Nikki Lund and rock musician Richie Sambora.
Nikki Rich clothes have great body-conscious lines, they’re fun, they have a certain elegance — but above all, I intuited that this clothing line would appeal to a young, hip, cool, fashionable, affluent GenY woman. Specifically, a socially active young woman who is confident about having her own, unique look at clubs and other entertainment events. Her clothes are her skin and her personality.
The clothing company's website relied upon static catalog imagery. To elevate the image portfolio, I decided to tell a visual story about the target customer as she lives her lifestyle, wearing Nikki Rich designs. I identified a photo shoot location that would complement the fashions: a Mediterranean-style residence with contemporary decor.