NYC

CREATIVE DIRECTION 

To infuse Cuts' Winter 2023 collection with a fresh, elevated metropolitan aesthetic, we strategically chose SoHo, NYC, as our shoot location. Despite the challenge of unpredictable September weather, we found ourselves capturing the essence of one of the season's biggest rainstorms, which unexpectedly turned out to be a pleasant surprise, contributing to the dark and mysterious aesthetic—the very vibe we aimed for.

Despite facing technical challenges, we devised creative solutions to shield the models from the rain while successfully encapsulating the desired NYC look for this campaign. Another significant aspect is that the new collection focuses exclusively on tops. Therefore, we experimented with a more Y2K approach, using fisheye lenses to make the shots more relevant and engaging. This campaign stands as one of the most compelling and successful advertisements for Cuts Women this year.


Using Format