Freelance
Art Direction
Photography
Creative Direction
2024
For the AW24 campaign of the Japanese fashion label PETTY, I developed a visual direction inspired by classic tailoring and vintage fashion photography. The campaign was shot entirely on analogue medium format film, creating a tactile and textured aesthetic that reflected the brand’s balance between refinement and rawness.
To further shape the atmosphere, the images were repeatedly printed and scanned. This analogue post-processing introduced subtle distortions, grain, and imperfections, giving the campaign a layered and slightly worn visual quality.
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