The Designer Boutique at Amazon India was launched in association with the Amazon India Fashion Week Grand Finale in 2017. As a launch campaign, the collection showcased at the Grand Finale was presented as India's First See Now Buy Now initiative, available to be purchased immediately on the Amazon Fashion store as the ensembles made their way down the ramp.
For the launch of the initiative, an editorial shoot was planned weeks before the Finale show to support the visuals needed for the store design. The following images were shot conceptually blending editorial and catalog imaging guidelines to create an elevated catalog shoot with the feel of an approachable editorial campaign.
Photography Credits: Maneesh Mandanna
The lack of a set and the white background was a nod to Amazon Fashion's brand look and were meant to seamlessly blend into the Amazon interface whilst creating a focus on the prestigious nature of the collections.
The images for the shoot had to be planned with the foresight of usage on the amazon store. Strategic framing allowed for negative spaces in the imagery to place text as and where needed.
