Distribution Ready: Atelier LAF Look Book
Client: Atelier LAF
Role: Brand Development Consultant
2017-2018
Lookbook Development
Atelier LAF, a Montreal-based fine jewelry studio founded by siblings Andrew and Laura Floyd, launched a new collection of rings, including wedding bands. To showcase this collection, they created a lookbook named “Les Amants” (French for “Lovers”), which extends beyond traditional wedding concepts to encompass various relationship milestones.
The lookbook’s creation involved:
Positioning and nomenclature: The name “Les Amants” was chosen to represent unions and relationship milestones beyond just weddings
A styled photoshoot: Collaborating with photographer Anthony McLean, we created compositions that juxtaposed the rings with miniature colour block sets, wood elements, ceramic pieces, and plant forms. This setup created a fresh, minimal, and harmonious mood while highlighting the jewelry.
Artistic collaboration: Illustrator Claudia Fortin added whimsical hand drawings to complement the product photography
A 35-page, 8” x 8” book, as well as a series of photographs for social media and other communication tools
Results
The lookbook has been well-received, with several retailers requesting copies to showcase this unique Montreal-made collection. It serves as an effective tool for presenting Atelier LAF’s new “Les Amants” collection, blending lifestyle photography, artistic illustrations, and product showcases in a visually appealing format.
