For Bloomingdale’s Dubai Fall/Winter fashion campaign, the client wanted to create mystery (and increase social media following) through the Follow b campaign. The idea was that Miss b would be an anonymous fashionista exploring Dubai, posting her experiences and latest fashion infatuations online, tagging Bloomingdale’s incognito. But how can a campaign look like an un-staged journey into someone’s secret life?
The answer was to design it to look like a collection of stolen moments, a reportage put together by a non-designer. Design an “un-designed” campaign. The art direction communicated “stolen moments” through a fashion street-photography style inspired by the work of Scott Schuman (The Sartorialist). The visual language had to be reminiscent of investigative reporting through use of layout, typography and colors. The catalogue pushed the concept by inviting the viewer into the model’s lives, through the different editorial scenarios that showcased the collection.