Greta Garmel — Process & Presence

ROLE. Creative Direction & Styling

CONCEPT.

This project explores the relationship between garment and process, presenting the collection within lived-in domestic spaces rather than in a formal studio. The intention was to highlight movement, construction, and quiet moments of wear — allowing the clothes to exist naturally rather than perform.

CREATIVE DIRECTION.

• Concept development and visual narrative

• Mood and environment (home as atelier)

• Direction of model movement and restraint

• Collaboration with photographer on framing and light

• Styling with emphasis on layering, texture, and motion

VISUAL LANGUAGE.

• Tone: intimate, calm, observational

• Environment: quiet interior spaces

• Movement: garments shown in motion to reveal construction

• Light: natural and soft

• Focus: texture, details, and layering