Fashion is always looking to tell a story. For Selfridges Fall collection, I was tasked with the project to create a story for the upcoming look book. I thought it would be interesting to have photos that will subtly follow the story line of William Shakespeare’s “Hamlet” with the model taking on the persona of the story’s main character “Ophelia”. Through the use of black letter typography, I wanted to inflict the feeling of a story book. In My Mind’s Eye intends for the audience to view themselves in each of the fashion accessories and make them feel however they wish to feel.
