A concept for a more curated, lifestyle/editorial-centric Instagram feed, for a women's retail apparel brand.

Drawing on the style from the dramatic, editorial lookbook we created for the Fall Press Preview, we wanted to push the boundaries of how a mass-produced fashion brand could represent itself on social media.

Adding borders and extra negative space in between and around images, gives this very digital medium, a very print-like feel. We though holistically about the feed – using different formats, exploring graphic language and exaggerrated crops that reinforced the language of the women's collection, while also incorporated a healthy mix of art + design references that highlighted our favorite muses.