What Goes Around Comes Around

Nov 2023

For the What Goes Around Comes Around Holiday 2023 ad campaign, the creative team leans into a sophisticated alpine aesthetic, masterfully blending luxury resale heritage with the crisp, evocative feeling of a winter getaway. Shot with a discerning editorial eye, the campaign utilizes a mix of natural light and controlled studio strobe to create a visual narrative that oscillates between intimate portraiture and high-contrast commercial product display. Photographer Phoenix Johnson frames the collection against a meticulously crafted backdrop of snow-covered pines and minimalist wood-paneled interiors, effectively elevating the bags and accessories into the realm of timeless winter heirlooms. The imagery features model Dalianah Arekion, whose calm, direct presence grounds the styling—ranging from voluminous faux fur and plush shearling to structured designer silhouettes—in a lived-in, authentic luxury. By layering live-action technique and digital snow overlays, the campaign captures the fleeting magic of the holiday season while maintaining a sharp focus on the tactile textures of quilted leather, monogrammed canvas, and metallic hardware. This project successfully channels a cinematic, editorial minimalism that celebrates both the archival significance of the pieces and the playful, festive spirit of the season, creating a cohesive visual language that feels at once nostalgic and modern in its execution.

Lifestyle, Editorial

Natural light

Bags & Accessories, Fashion