Lirica
Brand Lookbook
Lirica is a web lookbook for launching URBAN RESEARCH ROSSO’s new in-house label. With smoke-masked portraits and a refined, minimalist layout, it builds a premium and mysterious brand mood.
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The Ask
The project involved creating a web lookbook for a newly launched in-house fashion label under URBAN RESEARCH ROSSO. The client requested a visual direction that conveyed mood and sophistication without showing the model’s face, emphasizing a more premium brand image than their main line.
The Idea
To achieve this, I developed a concept where the model’s face is obscured by smoke — creating mystery while maintaining an elegant aesthetic. This approach aligned with the brand’s elevated positioning and added a cinematic atmosphere to the visuals.
The Design
I worked closely with the photographer, shooting dry-ice smoke separately and compositing it with the model shots. The images were edited with low-saturation tones to enhance depth and luxury. The layout used full-bleed imagery and generous white space to create balance, impact, and a refined visual rhythm.
The Result
The lookbook received highly positive feedback from both the client and customers. Within URBAN RESEARCH, it earned the highest content rating of the month and successfully strengthened the new brand’s premium image.
