IN VOGUE: THE 90S dives deep into the magnetic heart of 1990s fashion, as seen through the crystal lens of style giants—Anna Wintour, Hamish Bowles, Edward Enninful, and Tonne Goodman. This isn’t just a docuseries—it’s a vivid time capsule of runway revolutions, editorial grit, and cultural shifts that shook the world.
The Brief
To create Key Art that captured the elegance and authority of Vogue while tapping into the raw energy of the 90s – gritty supermodel glamour, era-defining streetwear, and the chaos of backstage culture.
• Focusing on Anna Wintour, the unmistakable face and force behind Vogue’s editorial direction
• Celebrating 90s model culture, with a design language that nodded to the decade’s visual hallmarks- contact sheets, bold fonts, film grain, and tactile print layouts
My Role
• Lead the visual research phase, deep-diving into 1990s editorial trends, archival Vogue spreads, and photography aesthetics of the time
• Develop and refine multiple key art routes, presenting concepts internally at Disney+ and liasing with Condé Nast creative team
• Collaborate with Vogue to ensure art direction aligns with their brand and is authentic to their legacy
• Craft final artwork assets for global rollout across Disney+, Hulu, and press kits
• Develop and refine multiple key art routes, presenting concepts internally at Disney+ and liasing with Condé Nast creative team
• Collaborate with Vogue to ensure art direction aligns with their brand and is authentic to their legacy
• Craft final artwork assets for global rollout across Disney+, Hulu, and press kits
Creative Approach
One standout direction was inspired by original model contact sheets from the Vogue archives. These raw, unpolished snapshots offered a beautiful counterbalance to Wintour’s composed, editorial persona. We used real contact sheet imagery, cropping in on candid moments, adding touches of red pen marks and editorial notes, to make it feel lifted from the cutting room floor of a fashion editor in 1994.
The Concepts
The Final Product:
We refined the contact sheet option further, selecting the right styling and image choices from the scans of old contact sheets provided by Vogue and tweaked the overall look of the key art, to ensure it stood out in publications and on the DIsney+ service itself.
We included 4 model contacts and stayed true to the world of fashion photography by highlighting selects, rolling this out for Disney+ and Hulu worldwide campaign placements with press materials and editorial coverage.
The Launch
The campaign launched with a star-studded event in New York, attended by Anna Wintour, Claudia Schiffer, Vera Wang, and more. The response was electric – covered widely by press and celebrated in Vogue itself.
Image credit goes to Jason Crowley/BFA.com via Vogue.com
