Slick Willy’s is a high-end fashion boutique based in Dunedin, mainly selling street-wear targeted at Dunedin students. The client requested a pamphlet, book and a series of posters to promote their clothing, convey their style and decorate the store. The aim was to avoid the typical white background photoshoot where the model appears bored and forced, and to take a more fun approach in a unique setting. The theme was based around the idea of Dunedin students on an escape from mundane life, to a deserted and hidden sanctuary. The shoot was very relaxed, where I encouraged my models to do what felt comfortable, which reflected a natural and energetic nature throughout.



The pamphlet is a small takeaway booklet, containing photographs and details about each clothing item.



The book is a poetic and artistic approach to a look book, to view the clothing in context and be inspired by the relaxed and vibrant nature of the photographs. Particular pages throughout the book have a shape cut out, to reveal the image on the next page, linking back to the theme of escape and the sense that the models are unaware they are being photographed.



The series of three posters convey a moment in time, where the students have been captured in a natural and relaxed manner. A layer of tracing paper features on the front, with Slick Willy’s cut out to expose small parts of the image behind. Wood has been used to hang the poster, to link with the wooden décor inside the store.