Selected contexts — Case 07
Fabletics
Apparel, seen the way it is actually worn.
- Client
- Fabletics
- Year
- 2020
- Role
- Lifestyle content
- Scope
- Editorial campaign / Photography
Performance apparel works when people can see themselves in it, in real motion. The direction stepped away from rigid studio posing toward natural light, minimal environments and intimate composition.
The images follow the fluidity of movement and the texture of the garments, treating yoga as a physical practice and a way of living. What remains is a calm, contemporary library able to carry commercial work without losing the ease at the centre of the brand.
