In October of 2014, I joined the team at Messeca New York as Brand Director. Up until then, the five year old contemporary footwear brand had been through several iterations, and was struggling to find its identity. Tasked with bringing Messeca New York back into the spotlight along with cleaning up its image and streamlining its creative direction, I sought to bring the 'New York' back to Messeca New York.
The first footwear collection I put together for Messeca was for Pre Fall of 2015. Launched in May of 2014, this collection embodied the craftsmanship of Brazil infused with a downtown New York grit.
As a brand with history, it was important that the original DNA of Messeca New York remained in tact, while also becoming a more distinguished and evolved brand (therein providing the challenge!)
These photos are all part of the Pre Fall campaign. Seen by current and prospective buyers, publication editors, and the general consumer, these images were the first glimpse into the new world of Messeca New York, and are pivotal in setting the tone for the new trajectory of the brand.
All images courtesy of photographer Andre Rucker.