INTRODUCTION
As we known Atala’s signature product is basic daily wear with minimalist design, this time they want to launch new collection to celebrate their 6th anniversary. They’re trying to create something different from the previous product. After a very long journey and process of idea also the execution, expressing the bravery to make something different and step out from the comfort zone.
For this collection, they named it “The Fearless” collection, according to the tagline of this Fearless collection “Expressing the bravery and step out from the comfort zone” so they have special pieces such as denim wear & knit wear. This time they released denim jackets and pants, flannels, and knit wear. However, they still maintain their basic daily wear in this collection as a characteristic of Atala which is known as basic or minimalist clothes.
Flashback to production days, we wanted to show spirit, fresh, and energized feeling to highlight their newest product. We choose a rooftop building as our photoshoot location with tall building and blue skies as the background, and it fits our concept.
If you read the definition of sky blue from color psychology, it means freedom and self-expression, expressing ourselves who are fearless and brave to get out of our comfort zone. And here it is our lookbook for Atala “The Fearless” , be fearless, and keep on moving!
