Role: Photo Art Direction

Photographers: Amy Winnerlind, Paige Jones Photo

Stylist: Becky Ross

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The Fall campaign comprised of three 3 revenue driving collections: Pajamas, Outerwear and newly launched kids comfy denim. We opted to mix and match the styling and merchandising via content to tell a cohesive story of a kids journey in the Fall: exploring, playing, being comfy: true to Hannas Scandinavian roots, and inspired by the magic of a child's experience of learning outdoors. This approach allowed merchandizing to more easily cross-sell core collections via print, ecommerce, email, paid and organic channels.