A collection launch is harder than a product ad. It has to say something is new. It has to show enough of it to be worth a click. It has to name itself so the name means something next time.
The product here is colour. Colour is harder than it sounds. A frame full of colour reads as noise. A frame with one colourway sells one product instead of a season.
03The innovationA new way to show the product that has not run before
The lenses run across the frame as a sequence. The breadth of the season lands in one glance and nobody has to read a list. The photograph behind them stays cold and low in contrast, so the only warm thing in the composition is the product. The collection name sits above the sequence and not over it. The name attaches to the range and not to one pair.
04Storyboard and productionThe hook and the scroll stopper that has to survive the first second
Built to survive a feed. The offer takes the whole frame and the type does the work.
Where this goes now
Showing a range without turning it into a list is the same problem as a product page with variants. It is solved the same way. One composition carries the set and the detail sits behind it.