Role: Concept, Art Direction & Styling

For SOREL’s FW24 Joan Now™ Collection we were asked to create a simple studio shoot to highlight the boots and loafers in the collection. The minimal props, warm lighting, and focus on styling highlight the product rather than distract from it. Joan Now™ is one of SOREL’s more fashion forward collections, so I made to sure to carefully curate the styling, as well as the chair, and look of our model to reflect that.

This collection was highly successful in driving sales in early fall, most of that credited to the photography. This creative lived on the homepage for SOREL.com through September and October 2024, as well as across email and social.