We told the story of April collection through a series of sport-inspired backdrops. Shot in studio, we mixed the elements of blank physical walls with the surface or textures of courts, playgrounds and fields as flooring, in order to create a series of dynamic images with a mix of lifestyle and implied fitness actions.
Photography by Chris Gonzales
June 2023 was all about running, and we found inspiration from the sport of track and field in the 1990s. We elevated our core assortment with pops of seasonal color, with a focus on styling and a unique approach to layering.
We also leaned into the monthly palette of primary colors, and identified “race blue” as the color that best represents the June assortment. To support this, we captured running and speed drills at a local track, while featuring a quick soccer moment on field to show the diversity of our gear. The movements were centered around staying fit and breaking a sweat, rounded out by lifestyle and on-the-go moments, captured trackside and in the surrounding areas.
Photography by Chris Gonzales
Taking inspiration from the Fabletics Men Design team, we shot into a basketball-themed editorial concept for the month of July. Inspired by summer streetball, we shot the crew in action, playing ball at an exciting, dynamic, and unexpected court location. To support to basketball story, we also shot street-side content and captured a handful of editorial looks featuring the gear on-the-go and in action on city streets.
Photography by Chris Gonzales
For August, we embraced the long summer days and leaned heavily into adventure, and captured a monthly editorial out in the wilderness. We found inspiration from the natural surroundings and unique rock formations for an original yet challenging set of exercises.
Photography by Sam Kweskin
September was all about cooling down— the weather, the training, the activities. As the summer adventure ends, we returned to the metropolitan environments we called home, and brought the momentum and the energy of our travels with us.
For this concept, we identified a series of slick, minimal urban environments to shoot as the backdrop for the collection. We were on-the-go the whole time, highlighting our activewear and lifewear assortments as they were intended to be used—for real life in the urban environment.
Photography by Jon W Johnson
October saw us returning to the great outdoors to tell the story of functional fashion and warmth-without-the-weight. We featured the crew in a series of scenic environments, capturing activities like hikes, outdoor workouts, and lifestyle moments in between. Shot through the lens of “Modern Nostalgia,” we applied a unique color grade, as well as a photo grain filter to add texture and depth to the final output, harkening back to the days of film photography and cameras with light leaks.
Photography by Jon W Johnson