Fashion identity for HAY design by Merel Korteweg
"I observed the trend that lots of fashion companies expanding with a interior line but did not see any good example for the opposite way. This inspired me to extend the danish interior design company Hay with a fashion identity. Hay works in product families and to maintain that approach I opted to stick to three style families and created elaborate mood boards. I directed a styled photoshoot to capture the essence of each. The natural style, the architect style and the explorer style."