From coast to closet

Rooted in movement, color, and ease, the Roxy Spring/Summer lookbook combined multiple seasonal collections under one cohesive visual language. I led the art direction and design in collaboration with the in-house team—building layouts, curating final photography, and shaping a system that worked in both print and digital. Each collection was treated as its visual world, with window display concepts created as style inspiration for retail environments—designed to reflect the attitude and energy of the pieces themselves.

CHALLENGE
The Spring/Summer collection lacked a clear creative direction to tie the season together. While each line had its own identity, the brand needed a cohesive system to connect them without flattening their individuality. I stepped in to shape the overarching visual story—defining the look and feel, building a flexible design system, and curating imagery that honored the tone of each collection. Working remotely with teams across Europe and the U.S. added layers of coordination, requiring precision in timing, feedback, and production alignment.

SOLUTION
I crafted a visual strategy that gave structure to the lookbook while allowing each collection to feel distinct and expressive. The system was designed to be flexible—anchored in clarity but tuned to the rhythm of each product story. Through thoughtful image curation and editorial pacing, the final lookbook reflected the season's spirit while staying aligned with Roxy’s brand energy—effortless, feminine, and free to move.