Soleil & Sails is a fashion campaign concept created for For Love & Lemons, centered around bold femininity and the unapologetic freedom to live life your own way—where strength, beauty, and adventure collide.
The campaign follows three fearless girls on a sun-drenched yacht escape, where every wave carries them closer to a world of endless possibilities. Carefree, confident, and a little mischievous, they sail toward the unknown, proving that the best journeys are the ones without a map. With the sun on their skin and the wind in their hair, they chase the horizon—unstoppable, untamed, and completely free.
The campaign translates the romantic, feminine identity of For Love & Lemons into an immersive lifestyle story, pairing fashion with a sense of escape, friendship, adventure, and spontaneity.
I developed the creative concept and overall visual direction for the campaign, beginning with research into the For Love & Lemons brand identity, target consumer, and visual language.
My responsibilities included developing the campaign narrative, creating mood boards and visual references, planning the shot list and creative compositions, styling the talent and coordinating looks, selecting props and visual details, and helping execute the yacht shoot.
I focused on creating a cohesive campaign in which the location, wardrobe, movement, lighting, props, and cinematography all contributed to the same aspirational world.
The visual direction combines 1970s glamour, Mediterranean summers, feminine romance, and carefree yacht culture. The imagery was designed to feel candid and spontaneous while still maintaining an elevated editorial quality.
The objective was to create more than traditional product-focused fashion imagery. Soleil & Sails positions For Love & Lemons within an aspirational lifestyle and invites the audience into the world surrounding the clothing.
The campaign demonstrates how brand identity, fashion, environment, storytelling, and experience can work together to create an emotional connection with the consumer.
