As by DF

Product design & post-production

This is one of the many projects I’ve worked on for As by DF, a Californian luxury women’s brand founded by designer Denise Focil. We’ve collaborated for many years (10+) on the development, production, and communication of her brand, and we still work together today.

Here I should be showing a few sketch examples I created for the production phase of the collection, but since I’ve signed an NDA, I can only show off my skills in drawing cool bugs instead:

Here comes the shooting. I collaborated with Paul Morel Studios and handled all post-production for both the lookbook and the website. Here are a few examples:

Model wearing a pink dress photographed by the sea for As by DF

Model posing on a suspended bridge in a rainforest setting

Close-up fashion portrait of a model for the As by DF lookbook

Underwater fashion shot of a model wearing a blue dress

Black-and-white close-up photograph of an eye from the lookbook series

Model wearing a green jacket photographed near Machu Picchu

Gorgeous!

After the creative phase comes the technical one. Below are a few examples of e-commerce assets I produced for the brand’s website and for fashion retailers such as Saks Fifth Avenue, Neiman Marcus, and Bloomingdale’s. Here’s a before-and-after look at the post-production process:

E-commerce product image before post-production editing

E-commerce product image after post-production editing

And here’s a final set of images ready to be deployed:

Here’s a preview from the As by DF website where many of the assets we made come together:

Screenshot of the As by DF online store featuring product photography

Finally comes the press. Here’s Kelly Rowland wearing the Denise Leather Pants and the Jordan Blazer, featured on The Tonight Show Starring Jimmy Fallon:

Kelly Rowland wearing the Denise Leather Pants in a press appearance

Idina Menzel wearing the Denise Leather Pants and Jordan Blazer on The Tonight Show