GUCCI

New York Magazine has run an iconic look book franchise for years. A series defined by its minimalism and knack for finding New Yorkers whose personal style tells a story. This iteration promoted Gucci's new Borsetto and Giglio handbags.

We cast six stylish New Yorkers to showcase how they wear their Borsetto and Giglio bags. The shoot stayed true to the franchise's signature clean aesththetic, but the casting and direction were everything. The challenge was finding the balance between showcasing talent posed enough to hero the product, yet loose enough to let each personality come through.

I art directed the shoot, maintaining the integrity of the franchise format while making the images feel fresh and specific to this moment and these people.

Photographer: Isobel Rae