For 2023, Stockmann's communication was centered around the concept 'A good life is in the details.' The concept highlighted the quality and craftsmanship of their products and services.
Spring 2023 was the first of the seasonal fashion campaigns under this new concept. For this, there was a need to define new imagery styles for commercial and editorial use, seasonal colours and layout styles for different touchpoints. Additionally, a film was made for a Project Runway collaboration and for advertising purposes.
My role was planning and supervising the whole shabang.
Seasonal colours
In retail fashion, the seasonal colors are defined for the whole year in an early phase—before any of the next year's color trends are announced or clothing samples have arrived. These spring colors were chosen to complement Stockmann's signature green and to bring bright warmth and energy to the start of 2023. The imagery set design and final styling choices were made to reflect and support the seasonal palette.
Editorial imagery
The editorial series focused on showcasing an effortless lifestyle with a touch of class. An adaptable set design room was created to serve as a background for the latest clothing samples. The overall style leans into 60s and 70s design, but the finishing is modern and minimalistic.
Collaboration Film
2023 was the first year Stockmann became the main sponsor of Project Runway Finland. A short collaboration film was needed for commercial breaks. Since the show highlights new, up-and-coming fashion designers and the energetic pace of the workroom, the film was crafted to capture a youthful, energetic atmosphere while also focusing on the details of Stockmann's Spring 2023 fashion.
Commercial imagery
A playful mix-and-match image palette was created for commercial layouts. The images highlighted the best pieces of the season along with close-ups of the garments. These simple images were ideal for split layouts, drawing attention to the details.
Layouts
The split layout style, combining model and detail images, was used across all large formats in both horizontal and vertical orientations. For other media, the model images were used on their own, while detail shots served as simple backgrounds. The layout for MyStockmann magazine was refined to better showcase the full beauty of the editorial images, and the cover was simplified to enhance the premium feel.
