Millets, Look Books
As part of their pre-season PR campaigns Millets, the outdoor clothing and accessories retailer, release a look book to Press and journalists.
Look books are showcases for new clothing trends and product innovations. A critical vehicle for achieving coverage, the look and feel must be fresh and exciting without overwhelming the individual products.
Previous books had become bland and Recreate were brought in with the specific objective of injecting some life back into the publications.
Tweaking the pagination and grouping complementary products we turned each double-page spread into a story. Each story builds on a seasonal theme or idea, tying the publication together. The design is creative and fun – enhancing product features, rather than competing with them.
‘The look books are fantastic and should definitely get Press interested.’
We developed an ideas sketch book theme for the exclusive collection of quirky clothing and camping gear created by Zandra Rhodes. It retains the Millets values, but with a Zandra twist.
To give the products additional presence on the page, a spot gloss UV was used over just the pack shots.
For the Autumn Millets collection each page sets a scene, placing the products in context and consistently communicating the brand offering – fun, family and value for money.
A double-gatefold section is used to give added impact…
…opening up to a four-page-spread.