Challenge: Style a set of U.S.-friendly looks for an edgy, individualistic European line.
The Sand fashion line originated in Denmark in the 80s, but their retail store concept is relatively new to the U.S. Their focus has largely been on menswear: edgy, daring and unusual colors and patterns; fashion forward; good quality; different; pricey.
Sand’s women’s wear is European style. Nice quality, feminine, a little more conservative.
For the photoshoot, I decided to combine a set of looks that were balanced, not too trendy. My idea was to show that a man could maintain his masculinity while wearing unusual designs, without looking like he’s trying too hard. This required being very selective. My core concept was to make the clothes look wearable.
As I see it, Sand’s target customer is an individualist. He knows who he is, he’s into the way he looks. He isn’t shy at all about dressing with flair, he likes to go out, he doesn’t need to dress like everyone else. He does like to be seen, but not overtly so. I wanted to show a cool look, with a grown-up sensibility.
I chose 3 different locations for the photo shoot. For the male model, I selected outdoors venues with high textural contrasts. For the female model, I used a chic French restaurant located in the tony Sunset Plaza district.