Concept / Creative Direction
Building off of the Foe & Dear branding, the lookbook concept was focused around the juxtaposition of natural wonders and the human body and the enduring beauty that is revealed in both. As German poet and philosopher Friedrich Schlegel put it: “beauty is that which is simultaneously attractive and sublime.” We looked to nature as it provides us with great resources. However, we noted that raw materials only become practical and appealing after a craftsman makes use of it. Foe & Dear utilizes raw materials and creates sculptural masterpieces for the body. With this perspective, Foe & Dear’s jewelry is beyond a fashion accessory but a timeliness sculpture like the nature it came from—the lookbook is a showcase of this idea.

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Photoshoot storyboard

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Presenting the primary concept for the shoot; the juxtaposition between beauty in nature and beauty of the body

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Photography direction

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"When we think of beauty, we think of purity, and raw, boundless strength. We think of how the earth, under immense pressure, knicks and bows and jags into the tallest of mountain ranges and the deepest valleys—taking a new shape, always resilient, like us. In ourselves, we see the earth, shrouded in romance and mystery..."
— Foe & Dear 2017 Lookbook

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Lookbook index

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Description for the "A Dream, A Pearl" Collection

Design / Material
When Foe & Dear asked us to design their printed 2017 lookbook, we explored various paper and format options but ultimately decided to use newsprint, a perhaps less conventional medium in the jewelry industry.

The first printed newspaper appeared in Germany in the late 1400’s. Since then, newsprint has been a familiar medium to tell stories in a way that’s tactile and relatable. These attributes are what Foe & Dear believes in―creating jewelry that is tactile and natural with a unique story of its own. The final printed lookbook provides an interesting contrast with high quality products printed on an accessible and economical paper stock.

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Sector
  • Art Direction
  • Print

    • Location
    Vancouver, Canada

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