Creative Direction Project - Vogue x Fiona Rae
A creative direction project developed with the support of Vogue College lecturers, showcasing a jewellery supplement concept for Fiona Rae through campaign imagery, cover design and launch invitation work.
Creative Direction · Art Direction · Editorial Concept · Campaign DesignThe Brief & Challenge:
The assignment required creating an editorial jewellery supplement that seamlessly blended Fiona Rae’s artisanal brand identity with Vogue’s high-fashion editorial aesthetic. Working collaboratively in a fast-paced intensive environment, the objective was to develop, execute, and pitch a complete creative concept to key stakeholders.
The Creative Pivot - From Abundance to Becoming:
The project initially focused on an overt display of luxury—placing Fiona Rae’s pieces alongside caviar, silver platters, and decorative flora to symbolize wealth and fulfillment for the modern Vogue woman.
However, during image selection, a different shot emerged with a much stronger, understated Vogue identity. Rather than forcing the initial theme onto the new visual direction, I pivoted the core concept from material wealth to personal transformation.
The Metaphor:
Drawing inspiration from the transformation of a larva into a moth, the narrative explores the messy, painful, yet necessary journey of a young woman coming into her true self.
The Piece:
Fiona Rae’s moth brooch became the emotional anchor of the campaign—a symbol of finding beauty in unexpected places and honoring the beauty of change.
Campaign Execution & Collateral:
To support the main campaign, I designed the official launch invitations around an origami moth structure. Crafted from paper, the design allowed the invitation to physically "escape its cocoon" as it opened—a sustainable, realistic execution that reinforced the campaign’s core narrative without relying on superficial grandeur.
Strategic Takeaway:
This project reinforced my belief in concept-driven design—ensuring every visual element, layout choice, and copy point ties directly back to a core narrative. Rather than relying on traditional beauty tropes that capitalize on insecurity, this campaign leverages self-awareness and emotional truth, positioning the jewellery as a powerful symbol of self-actualization.
