Amazon Fashion — India Trend Edit 2026
Brand Campaign · Art Direction
Amazon App · Web · Performance Media
Fashion & Lifestyle
Creative Direction · Visual Identity · Campaign System
Art Director (Concept → Execution)
Challenge
Amazon Fashion serves a highly diverse audience across regions, cultures, and fashion sensibilities. The challenge was to design a single seasonal campaign that could represent multiple trend narratives without fragmenting the brand, feel aspirational yet relatable, and scale seamlessly across app, web, and performance channels - while maintaining visual consistency and clarity at scale.
Results
Cohesive, modular visual system that could adapt across multiple digital touchpoints while preserving a strong brand identity. Clear hierarchy and editorial-led layouts improved scannability on mobile-first platforms, enabling to showcase diverse trend stories through a unified, scalable creative framework.
A unified campaign language adaptable across 15+ digital touchpoints
Clear hierarchy enabling fast consumption on mobile-first platforms
A modular system that supports seasonal refreshes without rework
Process
Research & Cultural Insights: The campaign began with studying contemporary fashion behavior in India — beyond runway trends. Insights were drawn from street style, regional aesthetics, and how customers actually shop and style outfits in daily life.
Key insight: Indian fashion trends are lived, not dictated.
Campaign Framework: Instead of one hero look, the campaign was structured around multiple trend stories, unified by a single visual system. This allowed Amazon Fashion to showcase variety without losing brand coherence. Each trend story was designed to plug into the same grid, typography, and art direction rules.
Visual Language & Art Direction: The visual system focused on:
Natural, expressive poses over staged perfection
Editorial compositions adapted for digital formats
Strong typography used as a framing device
Clean backgrounds to keep apparel as the hero
The direction balances fashion-forward aesthetics with Amazon’s need for clarity and performance.
System Design for Scale: Every asset was designed with scalability in mind — ensuring the campaign could live consistently across:
Homepage & app banners
Fashion storefront modules
Lookbook-style editorial layouts
Performance ads & social placements
Digital OOH adaptations
This ensured visual continuity regardless of format or screen size.
Tobias Lütke
CEO, Co-founder | Shopify
Conclusion
India Trend Edit 2026 demonstrates how Amazon Fashion can tell a strong brand story without narrowing its audience. By building a flexible visual system rooted in real cultural insights, the campaign supports both creative expression and commercial scalability.
This project reflects my approach as an Art Director - defining vision, building systems, and ensuring that creativity performs across platforms.