SWEETLY STRIPED FALL LOOK BOOK | SAN DIEGO FASHION PHOTOGRAPHER

Sweetly Striped is a female owned online boutique in San Diego, CA. Just a year in business and owner, Jessica Sweeten has earned a reputation of a stylish and savvy business women who aims to make her customers feel beautiful and confident. She handpicks every piece offered in her shop and uses her perspective as a young mother to choose clothing that is versatile, comfortable, and easy to mix and match with your existing wardrobe.

When I first met Jessica, her warm and giving personality clicked with my shy nature immediately. She was incredibly generous with her time and respectful of mine as well. We came up with the concept for her Fall Lookbook, thinking about her ideal client and how she wants to feel, not just how she wants to look. 

She describes her clients as a thirty-something sophisticate, once known as a Gen-Xer, who has carried her mildly rebellious, against-the-grain independence into a serious career and family life. She can't pick up her kids or sit through a meeting in low-rise jeans, but isn't nearly ready for an elastic waistband.

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THE CONCEPT

We took a "women on the go" approach to the concept and show the clothing in motion. It supports the idea that these pieces are versatile and comfortable to wear all day.

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We then used the photos to create digital ads for Instagram that reinforced the idea of self-confidence and women empowerment.