Concept & Mood
"Floral Forms" — Creative Direction for a Campaign Shoot with Atelier Veld
Client: Atelier Veld is a slow fashion label based in Copenhagen, known for its sculptural silhouettes, raw materials, and nature-inspired collections. Their work blurs the lines between fashion, art, and environmental consciousness — focusing on limited-run, seasonless pieces made from organic textiles
Project Goal
Atelier Veld commissioned us to create an editorial-style campaign for their capsule drop “Floral Form” — a collection exploring contrast, raw beauty, and the idea of impermanence in design. The brand wanted imagery that felt contemporary, minimalist, and emotionally charged — with nature and the human form woven into one visual story.
Flowers were styled like design elements — taped directly onto skin, emerging from seams and sleeves, or suspended mid-air with thin wire. The result was a tension between something controlled and something wild — very much in line with the brand’s vision.
Shot in a natural light studio with textured white walls and sharp window shadows, we used light as one of the core design tools. The poses were intentionally restrained, almost statue-like, to bring focus to the interplay between body, garment, and floral detail.
Color grading leaned into warm whites, moss greens, and soft neutrals — letting the clothing and florals remain the visual anchors. We retained the tactile feel of skin, fabric, and flower veins, creating a gallery of images that felt honest and elevated.
The models — a mixed cast of male and female faces — were styled to reflect this tension. Each look was stripped back to its essentials, letting the natural textures of linen and cotton breathe, while flowers were taped, draped, or held in place like living accessories. Some arrangements crawled up necks and shoulders, others burst from shirt pockets or contrasted with sharply styled hair. Every detail was intentional, yet nothing felt overly polished.
The shoot helped position the brand as grounded, creative, and subtly rebellious — embracing both the controlled and the unpredictable. It also opened doors for future collaborations in the art-fashion space, and remains one of our favorite projects to date for its simple concept and layered execution.
