Luxury Hoisery

Sainsbury's Tu

Art direction and packaging design for a luxury hosiery range for Tu, the clothing arm of Sainsbury’s. The aim was to create a premium product without sacrificing fast range navigation, (customers in supermarkets move a lot quicker than customers in lingerie stores). By associating specific leg poses with particular types of hosiery, you remove the need for large titles on the boxes, giving a more generous feel to the photography.

Photography by Lindsay Armstrong & Styling by Arabella Greenhill