BRAND STORIES | THE POWER OF STORYTELLING

Deeply rooted in every culture, storytelling traditionally conveys the very essence of our human existence. Today in our consumer driven society, it plays a pivotal role in selling us our desired experiences.

For fashion and beauty brands, story telling is key.

Not only do you want to convey very clearly who you are and what you stand for, but research by Headstream has found that; when people love a brand story, more than half (55%) are more inclined to buy the product in the future, 44% will share your brand story and 15% will buy your product straight away.

Hired by Lowie to shoot their SS16 campaign and look book (and subsiquent AW16 & SS17), the Novel team were tasked with distilling the message of the collection into a desirable and aspirational style-story that would appeal to both their established customer base and potential new customers.

A heritage inspired womenswear label based in London, Lowie was founded in 2002 and has become one of sustainable fashion’s success stories, growing into a unique, sought after brand. Known for their soft knits and vintage inspired prints, Lowie’s limited runs and pretty but unfussy aesthetic, have earnt them a dedicated following.

For SS16, Lowie’s mood board for inspiration was bursting with Mexican prints and embroidery, Mexican wool souvenir jackets with appliqued scenes from the 1950’s, cacti, bright colour pops, playful scenic prints and heritage-styling; not to mention one of our favourite artists, Frida Kahlo.

Now, had we had the budget, we could have jumped on the first plane to Mexico, rocked up to Frida’s Blue House and vaulted the wall to shoot! However that would have been way too obvious and way too expensive.

Now, had we had the budget, we could have jumped on the first plane to Mexico, rocked up to Frida’s Blue House and vaulted the wall to shoot! However that would have been way too obvious and way too expensive.

Whilst we wanted to adhere to the collection’s inspiration, we also wanted to tell the story of the contemporary graphic prints used for this collection.

Styling

The perfect accessory has the power to transform an outfit and accentuate its style story. We went for accessory brands that both helped us subtly tell the visual story of the collection and the social and environmental story behind Lowie, the sustainable brand.

Hair and Makeup

Nothing can be a more powerful visual signifier for Frieda Kahlo’s style than her iconic hairstyle. We adapted it to fit the Lowie aesthetic, weaving trimmings from the collection through the models hair, ensuring a subtly extension of the collection, beyond the clothes.

Location

Opting for modern architecture with nods to bold Mexican colours in the artisanal decoration and cool, mid century furniture. The location summed up the Lowie woman. Modern, creative and artistic.

Casting

Whom, other than a brunette, to play our modern Frida? 

The result