For the Resort ‘12 collection of menswear
designer Melissa Siegrist, I wanted to
approach the lookbook conceptualization
by showing the entire collection within one
photograph. I worked in collaboration with
photographer Anna de Jong to create this
My intention was to use the entirety of the physical space and translate it into a single 2D image. Working with several mirrors, we were able to include all the items in a single frame. The book shows a sequence of different zooms from this image; starting with a close up and slowly zooming out.
Each zoom frames a connection within elements of the collection; form, material, colour, or detail.
– A selection of crops from the lookbook
Later on Melissa asked me also asked me to design her a logo.
Melissa draws inspiration from sportswear. Her collections are characterized by a playful mix of male and female influences. She has a great eye for materials and details.
Like her collections, I aimed for a young, simple and modern design. Try pronouncing 'Melissa Siegrist' and hear the slissing effect that her name has. I wanted to play with that, and emphasized all those S'es. The S'es in the logo are simplified variations on a calligraphic capital S.