Fashion letters are a series of visuals created for No Concept Stores to advertise their products digitally. This includes a couple of graphics (for Instagram or the web) and a themed newsletter. Their main public is women, from their early 30s and forward, that put importance in their looks and with enough disposable income.
In this case, it’s important to make use of products that will be eye-catching to them, but also maintain a certain air of trendiness that is not confusing. I made sure to include elements present in media catered towards younger adults while maintaining a common denominator so it’s not too ‘on the nose’.
The combination of different typographies to use as components of the layout is something we see often in fashion advertisement, especially formed by ‘delicate’ and ‘elegant’ looking shapes. This paired with minimalistic decisions and soft gradients gives a chic but somewhat youthful air to the designs.
I used Photoshop, Illustrator, InDesign to create the web ads, and Figma for the interactive newsletter.