Art Direction: Branding Through Photography

For Maison Margiela’s Replica, their iconic best-seller, I collaborated with photographer/videographer Xavier Riley and Art Director Lili Dale. We wanted to advertise their new Autumn Vibes fragrance by focusing on the relationship between smell and childhood memories. These memories consisted of a Red Riding Hood theme where we used emotional props of the stories and female-empowering renditions and quotes of new versions of the tale. It all came down to the idea that Red Riding Hood no longer had to fear.