Failsworth SS18 had to live up to the expectations of the last few brochures, but with a bit of a twist. Failsworth were keen to freshen the look of this year’s brochure design and appeal to a younger audience than they had traditionally. It also became clear that it was important to be able to show a range of casual and occasion hats for both the men’s and ladies collections in more realistic, yet still idealistic, scenarios.
Location was key for this photography shoot, as comments from Failsworth customers showed that they liked recognising the shoot locations. Therefore, this season we wanted to showcase the background setting even more than previous brochures and ensure the styling fitted the scene.
York gave us multiple locations to show the variety of hats; from the cobbled streets of The Shambles to some swanky bars near the riverside to the famous York Racecourse – a perfect place to shoot! However, moving outfits, hats, camera equipment and the team through the city on one of hottest days of 2017 was a challenge, but thanks to our wonderful team of stylists, make-up artists, models and clients, the images came out beautifully.
The brochure design also had a refresh for the new season, working with overlapping images throughout the layout to give a contemporary and fresh look for the season. Bold titles were used in the brand font and colour to keep some consistency and ensure the brochure didn’t step too far from the roots of Failsworth Hats.