the challenge
5ENSES was looking to refresh its womenswear identity and appeal to a younger audience while still retaining the essence of the existing brand.
The challenge was creating something that felt newer and more relevant without completely losing what already made the brand recognisable.
the approach
I worked across the creative direction and production of the rebrand, developing an aesthetic built around international summer and summer-night settings.
We considered the models, locations, lighting, styling, colour palette and textures to create a more relaxed but elevated feel. The styling was designed to show how the clothing could move from day into night, while the photography and post-production reinforced the new direction.
results
The work gave 5ENSES a fresher visual direction aimed at connecting with a younger audience while retaining the brand's existing identity.