Lueur is a fashion campaign promoting a new way of shopping that is positive and inclusive for all women, regardless of size, shape, or style. Lueur means 'glow' in French, evoking the feeling that women should have when shopping: excitement and confidence, being exactly as they are. Learn more about the campaign here.

Art Direction

For all the assets and collateral, we needed a library of photography specific to the feeling of Lueur: glowing confidence. I collaborated with the photographer, Sahar Rana, and art directed an all-woman photoshoot, co-ordinating everything from set design, lighting, costume design, and makeup.