Hypeneedz: summer collection

Starting point

Hypeneedz Basics is the shop’s own line. With goods you make yourself there are no manufacturer images. Every picture that shows the collection has to be made before the collection is sold.

Approach

Both were photographed: the pieces alone and on people. Socks on a grey foot against yellow, t-shirts and hoodies from the front and the back, jeans as a crop next to the full look, plus shots against a stone wall outdoors.

The banners carry what matters for an own line and not for stock: the date. Release and online dates sit directly in the image, because a collection that does not exist yet needs a date, not a price.

Alongside it a vertical story showing the pieces one after another. Stills and motion came out of the same session, so that the look and the cut match.

Shot in May 2023, half a year before the autumn and winter campaign for the same line.

Result

A complete campaign for a collection that could not yet be bought when the pictures were taken.