FENA fashion stores Summer 2011 campaign / Beetroot Design Group

?Fena? Fashion stores, approached us to create a series of fashion photography advertisements for their upcoming discounts.Taking our country?s extremely difficult economic situation as a starting point, and its effect to the consumers, we decided to create a number of compositions that could be reminiscent of Greece?s ?good old days? as those were illustrated on the classic ?now vintage? tourism promotion posters of the 60?s and 70?s.We designed a series of classic figures that resemble the prints of those particular eras, combined with solid-colored backgrounds but in contemporary fashion poses, like those we see in shootings and catwalks and then fitted in the modern and highly visible ?Fena? sans- serif typography.