Arket

Mar 2024

Arket presents its SS24 collection through a series of studio and location-based images that lean into a minimalist fashion aesthetic. The campaign, which encompasses both editorial and lookbook photography, focuses on the tactile qualities of the garments, from tailored trench coats and oversized blazers to open-knit tops and structured leather accessories. Photographer Frida My and stylist Tekla Knaust capture model Ling Chen across a variety of settings, ranging from clean, neutral studio environments to textured, organic coastal backgrounds. The project utilizes soft light and natural light techniques to highlight fabric weaves and the structure of the collection. The visual narrative maintains a consistent focus on material detail, emphasizing an earthy, tonal color palette throughout.

Editorial, Vertical, Minimalist, Clean

Soft Light

High Street Fashion

Lookbook