During the process of secondary research, I have looked into the cases of other fashion brands to apply visual narrative.
The one giving me a deep impression is J.W. Anderson. He used one stamp to promote his products and presented the model of “less is more” based on one photo from Brazilian model May Merino. The collection based on the inspiration from graffiti artistKeith Karing, was presented on an old stamp, abandoning the traditional idea of advertising as bright color and astonishing view, to enable audiences to witness the design ideas from the picture taken by Jamie Hawkesworth and to resonate with the designer. This case of brand visual narrative has made me realize that visual narrative is sometimes the evolution of a feeling and a concept into a story line naturally. This process is just like playing a 4D jigsaw without presetting, which needs us to fill in those elements in your own way into your own creation.
Figure 1 J.W. Anderson 2016 Spring/Summer Collection Advertisement