Blog

Welcome to Miami, the location of Prénatal’s S/S 2012 Mother to Be and Kids campaign and catalogue photoshoot, the sixth collection we have art directed for this amazing brand.

With each season, Prénatal’s collections are getting stronger, whilst the brand’s essence which we helped define, is being translated into looks that now have tons of personality and ‘wearability’. This time, we let the exotic location and the collection cross-pollinate and influence our approach, but even more so we wanted to push the fashion side of the brand.

I decided to wrap this year with a note on 2011’s great escapes.

It came to me at last month’s Drapers Fashion Summit, where the air was abuzz with words of in-house designer collections, collaborations and multichannel drives for sales. The battle for brand differentiation and sales generation leaves little room for experimentation and self-fulfilment in these austere times, unless we are talking about the luxury sector.

A recent report from PayPal “Money: the Digital Tipping Point” states that by 2016 we will be using our mobiles to pay for most things on the high street. Will handsets be the most important thing in our lives to the point where we can leave our wallets at home?

I paid a visit to the Apple store Covent Garden last week to listen in on Scottish fashion designer Christopher Kane in conversation with Grazia’s Style Director Paula Reed. The store was buzzing with a mix of fashion and Apple fans and as he and Paula took centre stage they had everyone’s full attention.