Maxjenny!

For this project, I took on the role of art director and stylist for the Swedish brand Maxjenny! The brand vision is to be demi-couture, and to possess the characteristics and artisanship of couture but at a more accessible cost. At the heart of the brand, are the amazingly intriguing and bold prints.

The maxjenny! brand universe, is playful and bold, however, the budget was limited. To keep the cost at a minimum, we decided to skip all unnecessary noise and go with a flash and a simple white studio backdrop. The minimal settings accentuate the beautiful prints and to add playfulness the model was jumping and moving throughout the shoot. A saturated thick blue painted eye, added extra boldness in the close-ups, without stealing the shine from the garments.

The end result is polished, effortless and reflects the intensity of the brand, and speaks to the modern self-confident, and colorful woman.

Art Direction & Styling by me. Photography by Lasse Wind.