Andie Photo Art Direction

As a broad concept for Andie Swim when building the brand, I identified a style that the photographs should have. Since the brand celebrates femininity and the female body of all shapes and sizes, this theme of "skin" and the idea of being comfortable in your own skin became a central theme. I wanted the photos to each feel warm, with backgrounds reminiscent of skin tones.
In addition, the brand photos were to feel female-first. Women in the photos were to be always looking confident, comfortable, and were never portrayed as overly sexual. To avoid the overt themes of sexuality found in most swimsuit brands, we avoided ever cropping the images of women to just body parts, and the women were always looking like they were having fun.
Another central theme of the photo directions was female camaraderie. The women were often shot together in groups, having fun together and supporting one another.