When parent company Forever21 came to us to help launch the first Riley Rose retail store we knew we couldn’t follow the usual rules. Since Riley Rose believes that beauty is an attitude, not a standard, we decided to turn traditional beauty and fashion advertising on its head for this campaign. We took to the streets in LA’s coolest and most ‘grammable neighborhoods, layering and hand-ripping a series of wild postings. Imagery featured overlapping images of diverse models torn away in sections to reveal a collage of unique beauty. Part teaser, part prompt - the campaign reveals that Riley Rose is not one person - she is everyone.
Communication Arts 2018 Award of Excellence
Designed with Jed Grossman, Gianmaria Schonlieb, Wen Wang, and John Olson
@B-Reel, New York. 2017.