BELSTAFF AW24 LOOKBOOK

The brief was to create a digital lookbook for both Mens and Womenswear to sell in the AW24 collection. The season named 'Service' paid tribute to a time when Belstaff made functional apparel for Britains service industries. This was not a narrative about suits. Britain’s service industries demanded resilient clothing that was built for purpose not posturing. This was clothing intended for a body in action. This collection honours that intent.

VISUAL DIRECTION

I aimed to create a utilitarian aesthetic that embodies the essence of “service,” achieved through both the set design and the model’s poses. For the location, I chose an empty industrial space, which provided the perfect raw, functional backdrop. To complement this, I introduced graphic set elements and layered industrial materials to create bold, geometric shapes, reinforcing the season’s visual language.

A cooler color grade was chosen to elevate the overall look, adding a refined, sophisticated edge to the utilitarian theme.

GRAPHIC LANGUAGE

The goal was to evoke a sense of strength, simplicity, and masculinity, with a design that felt bold and clean. The graphic language for the season drew inspiration from archival materials, tapping into Belstaff’s rich heritage. Oversized, bold typography was contrasted with smaller iconography sourced from historic brand collateral, creating a striking balance between modern design and timeless elements.

WOMENSWEAR

This season, the brand aimed to highlight its women’s collection by creating a dedicated womenswear lookbook that aligned with the aesthetic of the menswear campaign. Many pieces in the collection are unisex, so we wanted to showcase the versatility of the designs and how they can be styled in various ways across both genders, reinforcing the cohesive, adaptable nature of the collection.