Client: Greta Garmel
Year: 2025
Role: Creative Director & Styling
Photography: Derec Patrick

This project explores the relationship between garment, body and process, presenting the collection within lived-in domestic spaces. The intention was to highlight movement, construction, and quiet moments of wear—allowing the clothes to exist naturally, without performance or overt polish.

CREATIVE DIRECTION

• Concept development and visual narrative

• Mood, tone, and environment (home as atelier)

• Direction of model movement and restraint

• Collaboration with photographer on framing and light

• Styling focused on layering, texture, and motion

VISUAL LANGUAGE

• Tone: intimate, quiet, observational

• Environment: domestic interiors as soft stages

• Movement: garments shown in motion to reveal construction

• Light: natural, directional, unforced

• Focus: texture, seams, layers, and subtle detail

OUTCOME

The final imagery presents the collection as lived-in and intentional—prioritizing process, materiality, and movement over spectacle. The result is a cohesive visual world that reflects the brand’s values of care, craftsmanship, and sustainability.