FW 25 Fashion Collection

Layout

Casting

Typography

Design

Photo Selection

Background

The collaboration is a partnership with Demi Lovato featuring a Fall/Winter collection of 43 styles for the Amazon Essentials brand. It launched on November 5, 2025.

The collection offers elevated everyday essentials including refined knit basics, modern denim pieces, luxurious sweaters, statement faux fur jackets and puffer coats, and timeless wool coats for both men and women.

Challenge

To create a campaign that reflects Demi's energetic personality while elevating Amazon Essentials. The campaign sought to reinforce the brand as a trusted source for high-quality, stylish yet affordable wardrobe staples.

process

I envisioned a behind-the-scenes concept inspired by Demi Lovato’s comeback that reflected her personal growth.

When creative leadership changed, I sought a buy-in for my vision using AI-generated mockups and aspirational imagery.

Because of that work, I was able to finish the project in time, despite product delays that left me only two months (cut from four) to complete the work.