Backcountry Collection 2024
PROBLEM
Backcountry aimed to launch a premium Fall/Winter collection that would resonate in the USA and attract the Asia market with higher price points. Our task was to create a sell-in editorial lookbook to showcase its premium quality.
ACTION
We crafted a unique marketplace presence, merging high fashion with outdoor spirit in our visuals. Through art direction and styling, we showcased how to layer and wear each piece, balancing functionality with style and attitude.
RESULT
The lookbook elevated Backcountry’s brand image, positioning it as premium outdoor wear that honors its roots while appealing to new audiences, from hardcore adventurers to weekend explorers. It set the creative vision for the 2024 season.
Credits:
Concept / Art Director – Inese Silina
Designer, Production – Ben Johnson
Photographer – Marcus Gracia
Styling / Casting / Production – Georgina Pena
Retouching – Derek Dodds