V.Villeino
Art Direction, Casting, Photography
E-commerce, Editorial & Social Content
Overview:
Art directed and photographed an e-commerce, social, and editorial shoot for V.Villeino, a new conceptual brand rooted in brutalist form, silhouette, and restraint. The project translated architectural references and a goth-leaning, street-influenced aesthetic into a cohesive visual system designed for e-commerce, editorial use, and social media.
Brief:
Create imagery that feels elevated, textural, and architectural while remaining functional for digital retail. The brand called for a dark, minimal tone influenced by Rick Owens and Yves Saint Laurent — interpreted through modern streetwear, not theatrical styling.
Concept:
The visual direction explored the tension between moody high-fashion editorial and raw texture. Goth-influenced silhouettes and textural backdrops were paired with lo-fi capture techniques, then refined through clean, precise editing. This contrast allowed the imagery to feel gritty and atmospheric while remaining polished and functional for professional e-commerce use.
Execution:
- Led art direction to define mood, composition, and visual tone
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Handled casting, prioritizing presence and archetype
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Shot photography with a silhouette-first, form-driven approach
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Produced e-commerce imagery that balances editorial energy with retail clarity
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Created video and social content extending the visual system into motion