For luxury streetwear brand 7LORE, I crafted a completely fresh approach to e-commerce photography—one that broke away from convention and leaned into atmosphere, tone, and visual intrigue. The creative direction embraced a cool, blue-tinged palette with a grey-washed background, subtly textured with floor highlights that created the impression of a spotlight illuminating the model, as if they’d just stepped onto a stage. This cinematic setup gave the shoot a sense of mood and intention, allowing the clothing to take centre stage while feeling part of a larger visual story. The focus was on 7LORE’s latest collection of uniquely printed t-shirts, paired with their newly released joggers and hoodies—pieces that fuse high-end design with a streetwear edge. This shoot marked a welcome departure from traditional e-commerce photography, proving that product-focused imagery doesn’t have to be formulaic. By treating each frame with the same care as a campaign, we elevated the e-commerce experience—turning everyday scrolls into moments that reflect the identity and artistry of the brand.