Designed with one another, Collection 2023 ONE & TWO bring new elements and silhouettes paired with block colours and neutral base layers. After a bold and bright summer collection, Juliette and Alice wanted to hone in on a refreshed aesthetic that still encapsulates playful feminine notes whilst highlighting refined tailoring that the brand does so well. To help bring these opposing elements to life, Alice Feutz, our Art Direction and Design Lead at Juliette Hogan, worked with photographer and long-time collaborator Luke Foley-Martin, to create a campaign that plays with the feminine, bold, masculine, and delicate details of Collection 2023.ONE & TWO.
We chat with Alice, who was with both collections from the first ideas and design concepts to the styling and vision of our campaign shoot.
WHAT WAS YOUR INSPIRATION FOR THE CAMPAIGN &, CREATIVELY, WHAT DID YOU WANT TO HIGHLIGHT THROUGH THIS STYLE OF SHOOT?
I love being able to show the clothes in a different light, and hopefully be able to inspire people when they are styling their own outfits at home.
I think the juxtaposition of the background/layering was a natural progression from previous shoots we have done. I wanted it to feel like you are transported to another space, with one being more ethereal and romantic and the other more masculine and refined. I also referenced ‘Big Air Package’ a project by Christo and Jeanne-Claude.
HOW DID YOU COME UP WITH THE OUTFITS, AND HIGHLIGHT A GARMENTS UNIQUE DETAIL?
I love Winter dressing, so adding layers and textures to an outfit came very naturally. I played around with lots of different combinations before deciding on the looks for the shoot. Usually, we can only shoot 8 looks, and these collections had a range of styles from summer dresses to winter suiting and I want to capture this.
WHAT WAS YOUR HIGHLIGHT OF THE SHOOT?
My highlight from a shoot is always at the end, once we can look at the images all together as a story. There is such a feeling of accomplishment and love when seeing the vision as a whole.
WHAT IS YOUR FAVOURITE SHOT FROM THE CAMPAIGN?
Hmm, that’s a tough one, but I think the Parsons Dress shot. It just feels very ethereal but grounded at the same time and encapsulates the opposing elements of the collection, showing just how well they can work together.
Discover Collection 2023.ONE, TWO & THREE >