COURT
LUXE
Court Luxe; the collection of Summer 2022. The brief was to bring the collection to life, by using idillic backdrops to enhance both models and clothing.
The brilliant yellowy - green hues of the surrounding trees make the emerald and crisp whites of the clothing pop, creating a visually aesthetic contrast that epitomises the essence of summer chic.
Embracing a flexible creative direction for the shoot, the main aim was to focus on creating a feeling of nostalgia, whilst fitting in with current graphic design trends at the time.
The loose inspiration shown above was a starting point, and due to weather uncertainty we did not want a tight brief which would restrict us whilst we were out there. The key direction however was to use vintage serifs to promote the campaign, and have natural relaxed poses to match with the organic scenic backdrops.
This collection was the first of its kind for the brand, leaning into the trend into 2022 of tennis athleisure wear, which could be worn day to day or for the sport. We achieved the loose direction in the first few shots, so after this got a range of cameos to include in paid media carousels, and to use as backdrops for organic stories.
The most popular pieces in the collection were the shorts, wide leg trousers and crop top which all sold out in the first 2 and a half weeks of being live, with pushes only through organic stories and paid facebook ad's.
Art Direction & Graphic Design : Anna Featherstone
Brand : Gym King
Styling : Beth Rees
Photographers : Small Screens
Models : Abby Benson, Jade Regent
Leading the brand's first overseas shoot in 3 years,I took the helm of creative direction, managed on set execution and art direction, and orchestrated the collections debut across social media stories and paid advertising.
