This project put into perspective how much work exists between an idea and the final product. In my fashion photography class, groups were partnered with Shockoe Atelier, a Richmond-based menswear brand specializing in denim, to create a lifestyle photography campaign that would help drive sales of their new “Heritage” fit jeans. The challenge was understanding two very different audiences: a younger 20-25 year old customer being introduced to the brand for the first time, and an existing 30-45 year old customer who may not yet feel comfortable with the wider Heritage fit silhouette.
This project put into perspective how much work exists between an idea and the final product. In my fashion photography class, groups were partnered with Shockoe Atelier, a Richmond-based menswear brand specializing in denim, to create an editorial campaign that would help drive sales of their new “Heritage” fit jeans. The challenge was understanding two very different audiences: a younger 20-25 year old customer being introduced to the brand for the first time, and an existing 30-45 year old customer who may not yet feel comfortable with the wider Heritage fit silhouette.
My team, consisting of Tyga Martin, Kolton Almany, and Allen Moore, knew we wanted to emphasize the menswear themes naturally present within a barbershop environment, and were inspired by Rob Hammers, Barbershops of America as an early visual reference for the project. We were drawn to the way the book documented barbershops as places built around routine, craftsmanship, community, and personal style, which aligned closely with the identity of Shockoe Atelier.
What I found interesting was how the same environment could speak to both target audiences in different ways. Younger customers could connect to the sense of style, community, and self-expression, while older customers could relate more to the consistency, reliability, and everyday routine of the space. Shooting in a real environment instead of a traditional studio setup helped the product feel more current and approachable without changing the identity of the brand.
Through this project, I learned how much strategy, planning, communication, and creative direction go into creating imagery that not only looks good, but also supports a larger brand message and connects with different types of customers.
View the final pitch here