Art Direction, Campaign, Print Design

Vince is a global luxury clothing brand known for its elevated yet understated essentials. Ahead of the Fall 2018 Season, High Tide partnered with Vince to execute a compelling campaign designed to celebrate and showcase the new collection. Taking inspiration from Vince’s recent shift to re-embrace their California roots, High Tide produced a cohesive narrative spanning from out of home to finer printed touch points such as the look book and magazine placements, as well as numerous digital touch points including web and social media. The campaign came to life within the key cities of Paris, New York and Los Angeles.

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Taking inspiration from the work of painter Milton Avery and sculptor Barbara Hepworth, the campaign – shot by Julia Noni – evokes a nostalgic 1970’s California feel. Modernist shapes and fabrics are peppered throughout the collection and offer a dreamy juxtaposition. Warm neutral hues paired with shades of copper, sandalwood, and vintage rose call back to the landscape and are reflected in the photography and clothing alike.

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Photos: Julia Noni

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