Art Direction of Photography / Product StylingHelping Madewell, an offspring of J.Crew, define itself as a distinctly hip but honest denim-based brand for women meant convincing people to break away from some long-standing conventions to create images that felt intimate and accessible. I shifted the focus away from posing and heavy styling and instead contemplated basic ideas of composition and light quality as we aimed for something casual, playful and real: a portrait of the Madewell girl. Images were used both for the seasonal lookbook and advertising.