Made and Crafted F/W12
For a year, I was the lead designer and art director for Levi’s Made & Crafted, a premium clothing line of Levi’s. I helped create a visual language for the brand, and art-directed and styled the photoshoots for that period. The sub-brand aspired to be featured in top-notch fashion and art publications, and our shoots were appropriately stylized and expressive. From choosing models to developing a look for laydowns, I was the proud sculptor of this brand’s identity. Shot by photographer Michael Schmelling, this photoshoot celebrated the bold colors of the line. We created a simple, yet boldly colorful set of backdrops that were juxtaposed in interesting way to capture full body shots and details of the clothing. The following pages show the web and print designs featuring the photoshoot. I art-directed the sets, styling of clothes and hair and makeup. Following the photography, are examples of the web layouts that I created for this project.