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Visual Literacy - Saint Laurent

In first year, we explored the art of visual storytelling and creative direction within the field of fashion communication through the module Visual Literacy.


The brief was to create a Spring/Summer 2020 campaign for a fashion brand of our choosing. I selected Saint Laurent and through utilising their signature house style, I created an editorial SS/20 brand campaign book. As my role was both creative director and stylist, I conducted extensive brand research. This included visiting the flagship Bond Street store and the Tim Walker V&A exhibition to gain rich research. To thoroughly plan the shoot I developed detailed concept boards to shape the campaigns creative direction, establish a visual identity and to provide inspiration, which I shared with and gained feedback from the shoot team. I contacted and worked with a photographer, MUA, and two models to interpret my boards into story telling imagery. After the shoot, I planned, designed and executed the YSL brand book for SS/20 utilising Photoshop to edit the photographs and InDesign to build the book. Finally, I liased with a printers to ensure the final printed book was a high quality and sharp outcome.


Images shot by Louise Wotherspoon @louisewphoto

Models - Sofia Sardelli @sofiajsardelli & Chloe Palmer @chlopalmer_

MUA & Hair - Olivia Hack @livs_artistry

Creative Director & Stylist - Carina Coelho @carinacoelhodesigns

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