The International Concept Brand (ICB) is an international fashion brand that specializes in clothes for the girl with an astute sense of the world, melding classic style with an unmistakable edginess that results in an effortlessly cool look.
ICB’s Spring/Summer 2016 campaign was originally inspired by the photography of Vivian Maier, a woman whose critically-acclaimed photographs weren’t discovered until after her death. This expression of fulfillment without the need for recognition inspired clothes that are made for the woman who is self-confident in what she loves, and rejects antiquated ideas of what it means to be a woman.
Pivot’s creative approach to this project was to juxtapose an Emily Post-esque “guide” of How To Be a Woman with the edgy, bold photos from the Spring/Summer 2016 campaign. This comparison created a wry, intelligent statement about what it really means to be a woman. French-folded pages filled with antiquated ideas are literally torn open to reveal the woman inside — a woman who rejects all those notions in favor of her own modern identity.