Creative Direction, Fashion

Womens RTW Design & Campaign direction
for Shona Joy Spring '19 Collection

“Fairground,” captures the carefree nostalgia of frolicking through nature’s embrace. Inspired by idyllic days spent in the countryside or on a charming farm, this collection evokes a
sense of childlike wonder and joy. Elegant yet playful and romantic, each design transports you to a world where memories are made. The color palette takes cues from blooming flowers, bringing to life vibrant hues and delicate prints. Embracing a cool contrast, structured utility elements are introduced to offset the ultra-feminine ruffles, flowing silks, and dominating florals. 

“Fairground” invites you to relish in the harmonious balance between carefree whimsy and timeless sophistication, reminding you of the beauty found in the simplest pleasures of life.