Fashion

Wrap

A Dubai abaya label's season campaign, made to run in its own store and its feed.

Photography
Campaign Film
Social Creative

The Brief

Studio portraits for Wrap that come in close on the weave, the cuff and the hem; one vertical film per colour wall; and a landscape brand film shot against draped silk under low warm light.

The Approach

Innovex picked a seamless wall against each garment rather than with it — burgundy on cool grey, rust on sage, lilac on aqua — so one piece stays distinguishable from the next at phone size.

What we did

The execution.

Photography

Studio portrait on coloured seamless, and a second family that sets the same pieces in front of draped velvet and silk, so the background is cloth as well. Crops tighten onto cuff, hem and shoulder until the weave is the whole frame, and in one image a sheer printed silk is drawn across the face so the print reads through the cloth rather than on it.

Film

Verticals, one per colour wall, all on the same grammar: a full-length turn, a hand running over the cloth, a macro close enough to see the weave, a hem thrown across frame. The landscape film changes register entirely — draped silk for a ground, low warm light, one-word cards resolving into the wordmark.