"Dusty Blossom" is the 2018 Spring collection released by Popflex Active, and I worked with them to concept, art direct, and photograph all of the e-commerce photography, editorial photography, and the marketing materials for the launch. Since this collection has very soft pastel colors and a lot of florals, I incorporated that soft Spring feeling into each photoshoot as well as in the marketing materials. I also created "sneak peak" social media images leading up to the launch to get the customers excited for the collection.
Art Direction / Photography/ Design: Victoria Shapow
Styling: Lexi Rivera
Hair/ Makeup: Tiffany Lee
Collection: Popflex Active