Back to the city

BACKGROUND
Newhouse is a premium fashion brand with a strong focus on craftmanship. The FW24 came about on a casual weekday where a lone woman, dressed up, was moving around the city. Casually confident in her looks. The collection is characterized by the outfits clean lines that plays on the classic scandinavian minimalism. A refined casual look that emphasizes Newhouse dedication to providing timless clothing that lasts.

INSIGHT / IDEA
Inspired by the creation of the collection — the overall story of the FW24 was visualized through idea of life in the city. A sense of motion was the key component in the overall art direction. Distorted angles, motion blur and variety in perspectives, gave the imagery a natural interesting look and feel. Together with a more attitude driven look and feel, the art direction wanted to help establish the confidence that lives within the brand and it's dedication to craftmanship. 

PROJECT DETAILS
Art Direction
Campaign
Social

Stills & Motion 
Jonas Camren
Oscar Liedgren

Styling & Makeup
Ursula Wågander
Sandra Wannerstedt