Selfridges aimed to improve AOV of its annual partywear editorial feature to maintain strong sales and beat annual targets. I was asked to lead the art direction and oversee all design delivery. Working closely with the content teams, we repositioned the editorial feature as an aspirational lifestyle shoot, and repurposed the same theme from the season’s strong performing rockstar inspired Christmas campaign. Overcoming digital limitations while remaining cohesive posed challenges so developing thorough visual guidelines was key.
