The objective was to create standout retail windows, a seasonal lookbook, and point-of-sale materials to draw press and customer attention to Topman’s Autumn/Winter collection. The campaign needed to spotlight the season’s must-have pieces and define key trends and styles.
Solution
Directing a fully integrated 360° campaign to showcase a carefully curated Autumn/Winter collection. The creative direction focused on versatility, featuring layered, adaptable outfits that reflected the comfort and warmth of the season while remaining stylish and contemporary. The visuals captured a balance between everyday wearability and editorial appeal, ensuring alignment across retail, digital, and press channels.
Challenges
Photographing a large and diverse collection within a tight schedule presented significant logistical challenges. To optimise efficiency, I established a centralised shoot location with pre-designed sets that enabled quick transitions between looks. This streamlined workflow maximised productivity and maintained a consistent visual tone throughout the campaign.
Outcomes
The campaign successfully positioned Topman’s Autumn/Winter collection as both trend-led and commercially strong. It generated extensive online media coverage, expanded the brand’s presence across fashion publications, and resulted in a 55% year-on-year sales increase. Press engagement was high, with numerous follow-up content requests reflecting the campaign’s resonance and visual impact.
