Leman Mercer

Lifestyle Concept

The concept is to portray the lifestyle of a city girl and her daily routine, while considering the psychological aspect of the target audience.

Girls aged 26-30 begin to view fashion as a form of self-expression and a conscious choice rather than merely following trends. This transition between “youthful” and “classic” styles can be depicted through visual imagery, where elements typical of youthful fashion (lightness, comfort, flexibility) are combined with more elegant and refined details that start to appear in her wardrobe, and the Leman Mercer brand serves as this transitional bridge.

Tayler suggests maintaining a daytime concept to ensure the visual content feels light and resonates with the daily routine of the target audience—when a girl is rushing to a business meeting in a café or heading to brunch with friends.

This concept will retain minimalism, allowing every girls to identify with it, as not all categories are drawn to clubs and nightlife. The focus should be on a lifestyle that resonates with a broader audience.

This visual can easily be blended with previous shoots and transition into some evening street-style shots in a sunset city, just before the nightlife begins.