5preview, a Swedish/Italian fashion brand, for whom I created the spring 2021 collection thesis and all over brand direction. I designed a new brand identity and packaging together with a new collection based on the brands DNA - but adding a touch of new. The collection has a strong feminine silhouette aimed to enhance, elongate and strengthen the individual. A casual take on a formal wardrobe, created in alternative fabrics and ecological materials.
I re-designed and created several new artworks based on brand founder Emeli Mårtenssons distinctive graphics. Pixelated oversized flowers as all-over prints, news paper prints and Japanese lettering are some of the aesthetics that are prominent in the expression.
The project was created by a small and skilled team.
Creative Direction & Design: Lee Cotter
Design : Johanna Dellenbrant
Brand Manager: Maria Casado
Campaign photo: Andreas Lundberg
Collection photo: Eric Lorentz
Hair & Make: Sara Denman
Model: Johanna Ovelius