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Loveness Lee Lookbook aw/17


There were few relevant photoshoot images for this, the challenge was to avoid a boring line-sheet-esque layout but with mainly e-commerce ready cut-out images.

The Jewellery itself is highly textured so I avoided using textured backgrounds and juxtaposed them with solid straight lines – the design is almost entirely based on golden rectangles to still appropriate a natural element.

The edge of the Loveness Lee logo is used to create a subtle ‘branding’ on each page. It’s designed to bring a jagged (with reference to the jewellery) cut to the structural elements of the page, without ever showing more than 10% of the logo itself- and thus not degrading the logo identity.

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Thomas Fursdon