Editorial

Brief: Define a new editorial voice for Indigo’s Love & Lore brand. Elevate existing e-commerce imagery by taking a magazine-style approach, introducing a high-fashion lens to showcase the seasonal collection.

Concept: Shot in natural light on a downtown rooftop, the campaign combined elevated styling with a streetwear edge—mixing sellable pieces with trend-forward looks to create a bold, editorial narrative. The result balanced aspiration with accessibility, positioning the collection within a modern fashion context.

Results: As a brand test, the campaign successfully pushed Indigo’s visual language into more fashion-forward territory. The refreshed styling and elevated photography resonated with a younger, style-savvy audience and expanded brand appeal, positioning Love & Lore as a contender in the fashion lifestyle market.