Shockoe Atelier - E-Commerce + Lifestyle Editorial Campaign
Heritage Kojima Denim
A photography project reworking Shockoe Atelier’s Heritage fit through e-commerce and editorial imagery, focused on introducing a more relaxed silhouette to both new and existing customers.
Client: Shockoe Atelier
Role: Merchandising/styling direction, concept, product storytelling
The Team
Joe DellaCorte
Julia Karns
Ella Lowrey (Photographer)
Silvyr Pickering (Assistant Photographer)
Heritage Kojima Denim
A photography project reworking Shockoe Atelier’s Heritage fit through e-commerce and editorial imagery, focused on introducing a more relaxed silhouette to both new and existing customers.
Client: Shockoe Atelier
Role: Merchandising/styling direction, concept, product storytelling
The Team
Joe DellaCorte
Julia Karns
Ella Lowrey (Photographer)
Silvyr Pickering (Assistant Photographer)
BACKGROUND
Shockoe Atelier is expanding beyond its legacy slim fit into a more relaxed silhouette with the Heritage Kojima. The shift requires new imagery that helps customers understand fit, fabric, and how to wear a wider jean. THE ASK
Develop two image systems to support this transition:
• E commerce photos that clearly communicate fit, fabric, and construction
• Lifestyle editorial that shows how the denim is worn across different consumers
E-COMMERCE
Existing product imagery was refined through more intentional styling and a defined environment. A dark green backdrop and natural, directional light were introduced to create depth while maintaining clarity. Styling focused on classic, grounded pieces to position the denim within a full wardrobe rather than as a standalone item.
EDITORIAL
The editorial centers on denim in the office, exploring the space between casual and professional dressing. Shot within a real workplace environment, the imagery follows a lifestyle approach that captures everyday moments. Styling was split across two audiences: one expressive and natural, the other more grounded and approachable, helping ease adoption of a wider silhouette.