Spring Forward Edit

I led the concepting and creative direction for a series of monthly spring/summer collection launches spanning lingerie and swimwear. This included owning the full creative process—from ideation and set direction to model casting and on-set art direction—ensuring a cohesive visual narrative across each drop. I collaborated closely with marketing, merchandising, and product teams to select hero pieces and define each collection’s overarching theme. The work required balancing multiple product launches in parallel while maintaining strong seasonal storytelling, elevated aesthetics, and a nimble cross-functional workflow. Final assets included campaign imagery, social-first content, and still life photography, all brought to life with a sharp eye on brand and customer.

Photographer: Lauren Loncar