Tailoring | Essentials Autumn Winter ’22 Campaign
With a minimal yet assertive aesthetic, we transformed traditional suiting into a statement of modern identity, sensuality, and quiet power. The approach didn’t rely on excess but instead on restraint — focusing on form, fabric, and attitude.
Sept 2022
Inditex
Creative Director – social media, campaign newsletter
1–Overview
Scope: Content strategy, visual storytelling, campaign messaging. –Focus: Reframing essential tailoring pieces through a contemporary editorial lens. –Deliverables: Social media creative direction and campaign newsletter.
2–Concept
The campaign was conceived to reposition essential wardrobe pieces — such as the double-breasted blazer or wool overcoat — as editorial protagonists, capable of delivering the same visual impact as trend-driven fashion.
Through a creative direction rooted in minimalism and structure, the campaign challenges the assumption that basics must be understated. Instead, we treated each piece as a sculptural object — styled to convey strength and versatility. Our use of sharp angles, tonal palettes and architectural posing created a refined atmosphere that allowed the garments to speak for themselves. The result is a visual narrative that bridges commercial relevance with editorial sophistication.
3–Aesthetic Direction
The Tailoring campaign celebrates the architecture of clothing: seams, shoulders, folds. Each image feels considered and composed, with styling that draws attention to both the cut of the garment and the strength of the wearer.
–Palette: Muted and neutral — camel, charcoal, ivory — with high-contrast lighting. –Posing: Structured, almost sculptural — communicating elegance through posture rather than embellishment. –Mood: Minimalist, assertive, modern — invoking the power of simplicity.
The resulting visuals blur the line between commerce and editorial — each frame strong enough to live in a magazine, yet clear and clean enough to function within e-commerce or performance marketing.
4–Conclusion
Tailoring proves that fashion doesn’t require spectacle to be compelling. Through thoughtful art direction and a sharp focus on timeless silhouettes, we elevated foundational pieces to a place of aspirational desire. The campaign is a study in restraint — and in the enduring relevance of the essentials.