Skratch has developed the new brand for e-boutique Madame Gigi’s. The creative takes its idea from the reverse of fashion labels, where strands of thread span from letter to letter.
The new site features background images shot in The Lodge, a private hotel in Loch Goil.
The location was chosen as it offered domestic interiors with Timerous Beastie wall patterns to reinforce the feeling of luxury. The photographer Stephen Kearney, nominated as fashion photographer of the year by iconique.com, has playfully shot the models to avoid sexual or middle-aged clichés, instead creating the feel of a quality fashion shoot.