Client: Claudia Canova / Women’s Accessories
Services Provided:
Creative Direction
Styling
Studio Assistance
Content Creation for Social Media, E-Commerce & Email Marketing
Project Overview
For the SS24 Claudia Canova Lookbook, I led the creative direction and styling, curating a playful, trend-forward visual identity that reflects the brand’s bold, Gen Z appeal. Designed to connect with a fashion-conscious younger audience, the shoot spotlighted top-performing styles across both the brand’s own e-commerce platform and ASOS.
With two key looks forming the foundation of the campaign, the shoot highlighted best-selling bags in standout colourways and silhouettes that aligned with Claudia Canova’s youthful and expressive brand language.
Shot in a studio, the imagery was developed for multi-platform use - spanning e-commerce, organic social, and email marketing, to ensure consistent visual storytelling across all channels.
I also provided on-set studio assistance, collaborating closely with the photography and glam teams to maintain a cohesive, on-brand aesthetic throughout the day.
Brand Positioning
Claudia Canova champions statement accessories for the next-gen trendsetter. The brand is unapologetically bold, colourful, confident, and playful, with products designed to elevate everyday looks with a pop of personality.
Targeting Gen Z and young millennial shoppers, the brand appeals to students and early-career creatives who shop on ASOS, Urban Outfitters, and Bershka, and take style cues from influencers, Y2K icons, and streetwear trends. They want fashion that’s fun, accessible, and expressive, with bags that serve both style and practicality.
Creative Direction
The shoot embraced vibrant colour, dynamic posing, and playful energy, aligning with the aesthetic tastes of a younger, digital-native audience. Styling was built around trend-led fashion pieces - think cowboy boots, denim dresses, mules, oversized denim, and crop tops - to reflect what Gen Z is currently wearing.
From hair clips to statement shoes, every element was styled to create Instagram-ready looks with high scroll-stopping potential.
Visual Tone
Bright, bold and youth-driven
Studio-based with energetic poses and confident expression
Styling that fuses high-street favourites with TikTok-trending fashion moments
Designed to inspire ASOS-style shoppers and social-first engagement
