Reform - 2010 Campaign and Lookbook
Having art directed and designed Reform catalogues in previous years, in 2010 I was approached to provide creative direction that would take their brand and product to the next level. With this in mind, we devised a campaign that showcased their diverse range and made colour the main feature, whilst placing Reform in a premium street wear territory, entirely distancing them from their competitors.

The result was a surreal series of images that were used for the lookbook and campaign, both on and offline. Apart from minor touch-ups, all images were created in-camera. Final executions included a catalogue with centre foldout, a website overhaul, and posters. Upon its launch the images rapidly spread around the net, and were featured on a number of global fashion and design blogs, garnering a huge amount of exposure for the relatively fledgling brand.

In addition to the campaign, we partnered up with the incredible French illustrator Short to provide some unique custom mascot designs for select clients.


Creative and Art Director - Dimitri Kalagas
Photography - Chris Tovo
Styling - Nicole Collins
Hair and Make Up - Natalie Burley
Character Illustration - Short