Heather Stowell | Wardrobe & Product Stylist

Fur The People Ecommerce Brand Launch Winter 2018 Collection

Project Background
Fur The People is an outerwear and accessory company designed for the modern fashion forward woman. The brand is edgy with a bit of Brooklyn flair. The company owner and designer created an established brand through Brooklyn pop-up shops and private sales in 2013. This Ecommerce Brand Launch for Fur The People was an opportunity to grow their business into online retailing to reach a larger consumer audience with their Winter 2018 collection.

The Planning Process
Through my pre-production and planning meetings with the brand owner and designer, I was able to understand my client's needs for this project. The furthepeople.shop website needed to be cohesive, and all the styled looks for the Ecommerce images and the Editorial Street Style images, had to have the same brand message across the website and social media platforms. For this project I wore many hats as the Stylist, Art Director, and Producer.

The Style Out
I wanted the pieces I chose to style this brand launch to complement the collection pieces while also resonating with the brand's existing core customer base. I created a style out page for each piece of the collection outlining the apparel items, jewelry, and footwear that would be used in each Ecommerce image and each Editorial Street Style image on set. I then created an inventory list of all items purchased and used for the shoot to aid in the production workflow.

FTP Winter 2018 Collection Photo Shoot Mood Board
The theme I selected for the Winter 2018 Collection shoot was City Girl On The Go. I created this mood board to reflect the brand message and theme of the shoot.

This video and GIF below depict the actual homepage and individual shopping pages for the Fur The People Winter 2018 collection.
A cohesive vision can be seen throughout all the images on the website, creating one brand message.

Editorial Streetwear Images for the Fur The People Winter 2018 Collection