Frivolous seeks to shift the narrative surrounding the branding of sustainability in fashion while showcasing the opulence of green items. To address this objective, a series of four editorial campaigns inspired by themes commonly found in luxury fashion have been created.

The concept at the core of these campaigns revolves around maximalist design, with a strong emphasis on materiality, patterns, layering, and editing. By moving away from the traditional associations with sparse and minimal aesthetics, the aim is to redefine how influential individuals visually connect with sustainable products, leading to a cascading effect within the industry.

Working closely with the creative director, my role as a lead set designer was to develop the visual concept and oversee the production of each set. This involved sourcing sustainably produced set pieces or repurposing resources previously used in other sets, in line with the commitment to sustainability.