Creative Direction & Styling — Baker Eyewear (Execuspecs In-House Brand)

For the Baker Eyewear campaign under Execuspecs, I led the creative direction and styling with a focus on elevating bold eyewear as the hero of the story.

The core concept centred around contrast and visual tension, pairing statement eyewear with richly textured and patterned garments to create a layered, high-impact aesthetic. The intention was to amplify the frames rather than compete with them, allowing each look to feel editorial while still commercially relevant.

I explored maximalist styling: mixing prints, fabrics, and silhouettes to reflect a confident, fashion-forward identity for Baker Eyewear. Each outfit was carefully curated to complement the shape, colour, and personality of the frames, ensuring the eyewear remained the focal point while the styling added depth and attitude.