> Photography & Print Design

Stetson is a well known western lifestyle brand with a largely male following. My goal was to reposition their brand to a younger, more independent and all female audience. Instead of advertising their famous hats I decided to challenge myself by choosing their lesser known fragrance line. The use of gritty, yet captivating photography was the focal point of this campaign. 

By creating a lookbook I aimed to showcase the perfume but more importantly showcase powerful women and therefore create a more inclusive Stetson brand. Instead of hiring models I purposefully chose to photograph everyday women. This not only created the authenticity that Stetson is known for but also gives real women realistic role models. A video campaign was also created to push the feeling of empowerment even further.