Brief

To establish a distinctive catalog visual language for FWD that would appeal to a trend-conscious Gen-Z audience while setting it apart from Myntra's existing catalog aesthetic. The direction focused on clean backgrounds, elevated styling, expressive model poses and contemporary art direction, drawing inspiration from global fashion catalog trends. As part of the initiative, I also introduced generative AI into the catalog production process, working closely with the team to conceptualise and execute AI-generated outdoor environments for select styles. This helped add visual variety to the catalog and drive greater engagement with lower-selling styles.