Professional work · Mountain WarehouseEditorial / Layout / Print

AW24 lookbook

An editorial system for an outdoor clothing range.

Overview

I redesigned Mountain Warehouse’s Autumn/Winter 2024 in-house lookbook, using overlapping photography and feature callouts to give the clothing a stronger editorial focus.

My contribution: In-house lookbook layout & execution
Context & output: Flat spreads and photographed printed book

Open printed lookbook showing women’s skiwear with overlapping photographs and circular feature callouts.

Editorial hierarchy

Give each spread a focal point.

The earlier book gave many images similar weight. I introduced larger focal photographs and layered supporting shots around them, so each spread could lead with a strong image while still showing the range.

Men’s fleece lookbook spread combining product and lifestyle photographs with category text. — Fleece: layered lifestyle shots sit alongside an isolated product image.

Women’s padded-jacket spread with overlapping model photographs and product labels. — Jackets: a feature label links the lining detail to the worn product.

Spread system

Keep the structure, adapt the emphasis.

Category headings and product labels tie the spreads together. For skiwear, I placed circular feature callouts alongside the model photography to bring technical details into the visual story.

Men’s skiwear spread using overlapping photographs and circular technical feature callouts. — Men’s ski: waterproofing, breathability and taped seams sit beside the product imagery.

Printed application

Carry the layout through to print.

The women’s ski spread carries the same layered photography and feature callouts across the fold of the printed book.

Open printed lookbook held in two hands, showing the women’s skiwear spread. — The printed women’s skiwear spread.

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