Girl Downtown

Girl Downtown is a story of a free-spirited woman navigating her coming of age in the bustling and vibrant streets of the city. The campaign's raw and undone creative direction aims to authentically capture the hipster and youthful essence of living in DTLA while embracing a vintage-meets-modern aesthetic.

The photography treatment utilised flash and candid shots, as well as polaroids, to create a tactile and nostalgic atmosphere. The styling focused on denim as the centrepiece with an imperfect touch, showcasing JBD The Label's diverse range of cuts, washes, and finishes. The story celebrates the frayed hems, faded washes, and the vintage charm that denim gives with confidence.

CLIENT /

JBD the label

Role /

Creative direction

styling

casting

production