The Brief
From Vogue Studios and Raw comes 'In Vogue' — a bold new series transporting audiences into one of fashion’s most transformative eras: the 1990s.
Create key art that captures the unmistakable energy and nostalgia of the decade — designed to captivate existing audiences and reignite the spirit of an era that changed fashion forever. Think revolutionary. Think iconic. Think Anna Wintour. Think IN VOGUE.
The Experiments
The Concept
At the start of this project, I didn’t have any original materials to work from, so I relied on stock imagery to develop the concept. This led to a bold fusion of ’90s high fashion and underground rebellion, combining glossy editorial aesthetics with raw, behind-the-scenes energy. The colour palette contrasts neon glamour with muted grunge tones, creating a tension between polish and grit.
The Final Execution
Close to delivery, we were granted access to the Vogue archives and received talent approval for an extensive selection of iconic photoshoots. This prompted a creative shift, moving us toward a more talent-led approach.
The concept of the contact sheet was inspired by the editorial process behind a Vogue shoot — where negatives and photographs would be spread across a table, and editors would mark up selects, circling the images that stood out. By drawing from this editorial ritual, we created a concept rooted in the craft, curation, and legacy of Vogue itself.
