We dared to be bold and 'explosive' in our first brief by delving into the topic of innovation. As a creative agency we were required to create a fashion editorial for 'I Love You Magazine' exploring this notion: From this big idea we generated a mind map of what innovation means to us and society; utilizing a lexicon of key words in order to help further our process. We began the project by investigating innovative practices in the work of fashion photographers. I personally looked into the classic and expressive works of Annie Leibovitz, Quentin Jones, the contemporary Ruth Hogben, and the colourful Joon Lee. After collating all this secondary research we combined our findings which provided us with a breadth of knowledge. I knew I wanted to emulate Leibovitz's signature crisp and well-lit style and to capture the essence and vulnerability of the individual. Mundane to Magnificent which led us to the name of our innovation issue: ‘The Daunting New’ – “To experiment with playful scenarios that contrast with emotive expressions to address the detrimental influences of society’s search for newness.

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