Art Direction
/
Site Merchandising
/
Product Photography
SUMMER SANDALS
(
4
)
/ About the project
The SS26 sandal collection needed a full asset library built from scratch — none of the four styles (Genesis, Z-Trek, D-Trail, Z-Trail) had solid photography to carry them through the year, and the collection spanned very different use cases under one seasonal idea. The campaign was positioned around "Nothing Between You & Summer": the idea that the best summer days aren't planned, they unfold — sidewalk to trail, trail to water — and each sandal needed to support that same spontaneous rhythm. Rather than treat all four styles as one uniform story, the shoot was split by how each product actually gets worn: Genesis, the brand's original sandal, was directed as a fashion-forward, day-in-the-life story, while Z-Trek, D-Trail, and Z-Trail were directed around more rugged, outdoor-adventure storytelling.
Genesis in the new Gold colorway was further highlighted paired with charms, positioning it as the year's hero product ahead of its seasonal push. The resulting shoot was built to generate enough content to carry every style across the full year, not just the campaign launch window, and to support a more shoppable sandal presentation on-site.
/ Credits
Client:
Xero Shoes
Art Director:
Lexie Palmer
Photographer:
Jonndre King
Collaborators:
Caleb Duplain, SimplyBrandish
/ Year
2025
/ EXECUTION
Concept & Visual Direction
Genesis directed as a fashion moment — lifestyle-forward, day-in-the-life storytelling to match its positioning as the original, most versatile style
Z-Trek, D-Trail, and Z-Trail directed around outdoor, all-terrain storytelling — pavement, dirt, and water crossings — matching each style's more rugged positioning
Gold Genesis shot paired with charms specifically, distinguishing it as the year's hero product within the broader collection
Campaign language varied by style to match each product's individual positioning (e.g. "the trail-to-town sandal" for Genesis vs. "go further, keep exploring" for the trail-oriented styles), while staying under the shared "Nothing Between You & Summer" umbrella
Campaign Applications
Product photography — Directed full photography for all four sandal styles, built to carry each product through the full year rather than a single campaign moment
Site merchandising — Improved on-site shoppability for the sandal category, giving each style clearer visual presentation and product discovery
Paid social — Ad direction developed to support both individual style launches and the collection as a whole
/ RESULTS
Campaign just launched, results coming soon!
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