During the conceptual phase, I developed two distinct mood boards: one to guide the final design direction and another specifically for the photography aesthetic. Drawing inspiration from the scrapbook trend, I crafted a visual narrative that resonates with our young target audience. This aesthetic choice proved particularly fitting for a limited-run catalog, as it parallels how individuals collect and preserve memories in their Levi's jeans. Much like how one might chronicle meaningful moments in a cherished scrapbook.
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