lucy indiGO

Fearlessly radical campaign imagery was needed to launch the lucy indiGO collection. A revolutionary line that looks like perfectly contoured denim but moves and breathes like activewear. Conceptual art direction showcased the unexpected experience of lucy indiGO by undulating the fabric as it whirls, twists and blows over the body in a way denim never would, truly visualizing its second-skin fit. The result perfectly communicated the vision, “What denim doesn’t. lucy indiGO does.”