FREE PEOPLE LOOKBOOK - process
Goal : Represent the Free People brand successfully with a fresh and modern twist.
Detailed Free People research to gain a firm understanding of the company's focus, mission statement, and target market.
Their catalog was consulted for color palette, and type treatment inspiration.
*These quotes made it into the final piece.
Further photography inspiration:
We shot the photos in Pasadena, CA.
Over 500 photos to choose from:
Inspiration from existing editorials:
First layout sketches:
Many cover versions were explored: