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Sharon Levy Design

Frederick's of Hollywood Catalog Redesign Concepts

Below are my concepts for the redesign of the the iconic lingerie company Frederick’s of Hollywood's catalog. Frederick's was looking to reinvent itself, with more current and youthful style, and a new magalog format, that would read more like a lifestyle magazine than a catalog. As a freelancer, I provided several ideas, many of which–including my typographic suggestions– were incorporated into the final redesign.

Here is another version of the above spread, with a different 
approach to the lay-down and typography.

Below was the first direction I took, inspired by high-fashion magazines like Elle.

Below are two variations of the same spread, in which I was capturing a feeling of movement across the page.

Below is a layout that ties together images with different settings, backgrounds and perspectives into a harmonious composition.

Using Format