Concept lookbook layout for Napapijri's
The Tribe FW19 collection.
The Tribe FW19 collection.
I designed a visual language aligned with the style of the shooting and keeping in mind the inspiration from the rhythm of urban culture and 1990's nostalgia.
Reading through the brief I found there were a few keywords and phrases that sprung out to me such as ‘mark on the world’ and 'DIY'.
The composition in the main image looks playful and thrown together, so I wanted to play around with the juxtaposition on the page and emphasise its dimensions and volumes within my design by creating more of a collage/sketchbook look and feel.
The marks on each of the pages were inspired by the ‘mark on the world’ sentence within the brief, I wanted the viewer to be reminded of the patterns you might see on typical Caribbean clothing but simplifying the shapes to evoke the feeling of the movement and rhythm of urban and Caribbean streets.
The blocks of colour on each page hint to the shape of a piece of tape, holding the composition on the page together. I chose contrasting or complementary colours to the frame around the image to bring the page to life and really bring the colours within the image of the model out.
The frame exists to focus your eye on the main image on the page. Like the rest of the page though, it doesn’t stick to the rules, it’s off-centre, interacting with most of the elements on the page, almost as if it’s shifted when you turn the page.
The decision to include additional textured imagery was made to drive home this DIY, rough and ready idea. Some textures are muted, and others are more obvious depending on the colours on the page, but they are all textures you’d find on a wall. They bring the elements of the page together and compliment the items on set.
I made rules with the garment codes to keep the look and feel consistent and ensure that the information and hierarchy was clear. This was elevated by the paragraph rules underneath each of the codes, that appear from either the edge of the page or from an item on the page, but in each instance, it was important to give the codes negative or white space so they are easy to read.
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