Art-Direction for C&A international, developed at Interbrand, 2012
Fashion retailer C&A was looking for a new photographic approach for its store navigation, aiding customers to find their own age and style groups, which C&A owns various sub-brands. I developed a photo- and casting concept, and was responsible for the photographer selection, which resulted in the choice for British photographer David Oldham. From a longlist of 140, we selected 35 models and held a marathon shoot of 10 days with hundreds of different outfits. The new images provide a natural type of wayfinding and orientation in the store, and its black and white tones can last through the season trends.