After promoting in June 2020 a completely digital campaign for the Resort collection, Heron Preston was ready for launching his new season, Spring Summer 2021. A dedicated lookbook shooting was supposed to happen in Milan, but Heron himself couldn’t fly from New York to follow the production.
Besides participating live, approving the shots in real time, he also asked for giving his touch on the final result of the story. He chose then the order of the pictures and decided to number them, writing directly on the printed image.
The concept behind the scenario could be interpreted as simple, but it was strategic thought to give space to the clothes, the hand finishing and the models’ attitude. The lookbook project included also a video and backstage photos.