SETUP
Look books are built to sell a season, but the best ones make buyers buy into the world of the collection.
For Spring/Summer 2027, Canada Goose needed a wholesale look book that went beyond presenting product and made the audience buy into the feeling of the collection: Spontaneous escape, city energy, outdoor utility, and the brand’s growing fashion ambition.
The goal was to create something less disposable than seasonal collateral — A look book with enough mood, humanity, and point of view to be kept, revisited, and quietly put on display
STRATEGY
The look book was built around the collection’s central tension: function and impulse. Product pages kept the discipline of a wholesale tool, while casting, styling, and posing made the clothes feel lived in, layered, grabbed, carried, and worn by people already on their way somewhere.
Casting favored distinct, editorial faces over commercial polish, giving the looks character without turning the book into a campaign.
Interstitial portraits and cast quotes broke up the rhythm of look after look, adding humanity and context to the buying tool.
The portraits and key images were selected for international showroom collateral, extending the look book’s visual world into the buying environment.
eY - DATA Protection
The hero spot in EY's data protection outreach campaign sets the tone and links viewers to helpful tips on good data protection hygiene online.
The hero spot in EY's data protection outreach campaign sets the tone and links viewers to helpful tips on good data protection hygiene online.
Look System
WHOLESALE TOOL
Product SKU information was paired with full-look imagery, while casting, styling, and pacing built the world around the collection.
Between Looks
INTERSTITIAL PORTRAITS
Intimate portraits and cast quotes broke up the rhythm of the look book, helping buyers relate to the cast as people with stories, not just models in clothes.
Function and Impulse
STYLE DIRECTION
No Quiet Bloom
CLOSING SPREAD
The final spread reinforced the collection’s mood: escape without a straight line, movement without a fixed plan.