St Frock Collections

Between 2024 and 2025, I led the creative output for multiple St Frock seasonal collections, from shoot concept development through to post-production, graphic treatment and final campaign delivery.

The challenge with a fast-moving fashion retailer like St Frock is balancing brand consistency with seasonal freshness, as customers need to instantly recognise a campaign as St Frock, while each collection still needs its own identity to feel new and worth paying attention to. My solution was to treat the core St Frock visual pillars as a fixed foundation, then build each collection's distinct twist on top of it, whether that meant leaning into Palm Springs poolside energy or a Euro summer mood.

Each collection resulted in a cohesive campaign rolled out consistently across the website, EDM, and social media, including campaign imagery, a unique campaign logo, and supporting digital assets.