LA STYLE RUSH is a Los Angeles-based e-commerce website that celebrates rave culture, music festival fashion, fandom cosplay costumes, and exclusive collectible design wear.

For the WILD HEART Fashion Campaign, I worked with Band of Outlaws to create mood boards, graphics, animated gifs, and marketing images to promote the store’s late July / August 2021 collections. Inspired by desert music festivals and outside artist gatherings, we took a minimalistic, yet otherworldly design approach by selecting two simple sans-serif fonts, including a bare, futuristic treatment for the main title treatments and an unassuming lowercase Helvetica for all other content. I began by blending and overlaying photographic cloud imagery to the originally-barren sky, adding sparkling planets and animated stars to draw attention to products, and applying textured colors and glows to the fonts to achieve an overall design aesthetic that was landscape-heavy, desert surrealist, and a bit fantastical. Collateral included various hero and sub images for the website homepage, gif animations, website collection banners, Facebook covers, and promotional e-blasts.

Concept: Band of Outlaws
ART DIRECTION / STYLING: RENEE MYTAR
MODEL: Minni jo mazzola
PHOTOGRAPHY: REMI + TORI SULLIVAN
RETOUCHING: JOSH LEE REED
GRAPHIC DESIGNER: RACHAEL IMES