the Icons collection

Express • 2023

Asked for by name. Five-star favorites. Best-sellers since the start. Meet the Icons collection, an edit of products considered essential since their introduction.

We began launching unique assets for an Icons capsule in December 2022, which greatly expanded in 2023 as the brand merchandising strategy shifted to center around these closet staples. I wanted the art direction to feel as evergreen as the products themselves. The below mix of assets was captured over multiple shoots, but they still sit together nicely and have a look and feel that is distinctive from the rest of the total brand creative.