top of page
Art-Direction & lookbook design for Calida x CJCS
Calida is a lingerie brand rooted in Swiss values, focused on creating incomparable comfort for every moment and a natural feel on the skin. Its products are known for their high quality and fair production.
Since 2022, in collaboration with creative director Claudia Jäh, we have been involved in developing creative concepts for Calida’s campaign shoots.
PROJECT SCOPE:
Shoot concept booklet containing: concept, mood, posing moods
and prop ideas. Image selection for lookbook and an unproduced concept for a digital lookbook
Photography: Petrovsky & Ramone
Videography: Sophie van Hasselt
We work through visual references, moodboards and several creative concepts to define the direction of each shoot. The focus is always on balancing natural, honest imagery with the brand's calm and refined style, exploring different ways of showing intimacy and comfort without over-staging the image.
Schermafbeelding 2026-03-22 om 12.20.36
Schermafbeelding 2026-03-22 om 12.20.56
Schermafbeelding 2026-03-22 om 12.21.38
Schermafbeelding 2026-03-22 om 12.20.36
1/6
Karen is one of the most clear thinking designers who can follow and add to a brands visual language.
- Claudia Jäh, Creative Services
bottom of page