La Marca shoes for French Vogue, photography Guy Bourdin. This is a campaign I worked on in the early 80’s. Mr. Bourdin, projected his image onto a black and white TV, then made another image. We double up the image to create a spread. Classic black and white aesthetic, French style and clever art direction too…magnifique!

I have always enjoyed working in fashion, mostly because I love working with and making images. Fashion is challenging in unique ways, not highly conceptual in the traditional sense of advertising ideas but highly conceptual as a representation of an emotional need, the clothing, the fashion… is the idea, it is the mood, the projection, the persona. The job of the fashion creative director, art director and photographer is to avoid over art directing the ad. We must elevate the work, that is the fashion, without competing with it for attention. It is a subtle balancing act that might best be described as restrained sophistication.

As humans we are hard wired to see and appreciate beauty. This has been studied and proven countless times. There is nothing like a beautiful face to garner our attention; one look online or on TV or in a print publication will prove that beauty is an effective tool of advertisers.

Our fundamental appreciation of beauty has also been studied by neuroscience. As creatures, we are inclined to beauty and increasingly, that appreciation of beauty is being understood to go well beyond a pretty face.

The appreciation of beauty in everyday life, from landscapes to sunsets to kittens, puppy dogs and the astral skies, all hold common appeal. Beauty amazes us in nature and in the products and services we enjoy as well.

Manufacturers that understand the power of beauty use great design from end-to-end; from the simplicity and elegance of a well-conceived user experience to the shape and form of a physical product and how it functions, to the design of their brand mark and print materials too. This appreciation of beauty extends to all manner of content creation from the quality of the images they create to the voice, tonality and simplicity of the written and spoken word.

Nothing extraneous that will diminish the beauty of their conception is allowed. By example, think Apple, think Dyson, think Boeing, think Audi, think 3M.

Beautiful design works. Period.

Ugly, poorly designed products and services end up in the dollar store of our appreciation. Well-conceived, imaginative and well-executed design work elevates all aspects of a brand, the most important of which is consumer appreciation.

Defining this beauty means starting with insight into the desires and needs of the intended users. It also means establishing a beauty language for your brand, a unique and appealing design vernacular that informs all that you produce.

Beautiful ideas, beautifully executed. These ideas Head for The Heart.

 

 

Two spreads for Grace Ormonde magazine. Part of an on-going media program for Monvieve. We’re also creating on-line media to support the brand for the fall bridal season.