Lush Capsule Shoot

As Turtle Fur's main product push for the FW 2026 season, we needed to position the 2026 Lush Collection in a way that would resonate with its new target market: Gen Z; less hard-core; and less outdoors-oriented. We needed to highlight the soft feel and the bold silohuettes available in the line in order to cement the collection in the market as the ultimate cold-weather accessory (and one that is equally at home outside of winter activities as a statement piece). We called it "cozy-maxxing".

The team wanted to build equity in the bold, studio backdrop style photography from the previous year, so I took that concept and ramped it up a notch to be a seamless extension of the brand's new look and feel (and the lifestyle imagery we captured for it).

I crafted a set of three color stories for the shoot, each tied back to both the brand palette and the featured Lush colorways. Once we had our set concept locked, I selected a trio of models that represented the new target market; worked with the product team and CEO to craft a shot list that would satisfy all of our creative and business needs for the campaign push; and guided our stylist to bridge the divide from cozy cold-weather gear into festival-appropriate statement accessories, extending the usage possibilities for the images and potential positioning for the product. I worked closely with the photographer to set us up for the day, and art directed on-set, keeping us tracking toward our plan and our desired aesthetic.

The result was a fresh, modern and set of campaign imagery with a strong and bold point-of-view designed for maximum Gen Z affinity. The photos were utilized across print, digital, and physical mediums, and created a distinct and ownable look and feel for the collection that really pushed the cool factor on Lush. The shoot played an important part in driving Turtle Fur into their next evolution and owning the Gen Z winter accessories market.