An urban streetwear brand launching their "Simplicity 2.0" collection aimed at Gen Z and Millennial city dwellers.

The brand needed imagery that felt "raw" and "authentic" rather than overly staged or studio-perfect.

We moved the shoot from the studio to the streets of New York, utilizing natural light and "candid-style" motion to capture the clothes in their natural habitat.

A 3-day street shoot using 35mm film aesthetics blended with high-resolution digital shots to create a nostalgic yet modern lookbook.

The "Simplicity 2.0" collection sold out within 48 hours of the lookbook launch on Instagram.