Creative & Photoshoot Production | PROPER

As part of my role at My Social, I took part in developing Proper, a new
loungewear brand inspired by the American woman. Working
alongside the agency team, under the direction of Maayan Yahbas and
according to the client's brief, I contributed to the website design and
photoshoot production, including shaping its visual direction. The idea is
simple: when you come home and change out of your everyday clothes,
you want to feel light and comfortable. Not in pajamas made just for sleeping,
but in clothes designed for home.

Inspired by Breakfast at Tiffany’s, the visual direction combined quiet luxury
with a romantic, feminine, and sensual atmosphere. The shoot took place in an
elegant villa, with models chosen for their natural, soft, and distinctive looks.
The goal was to present the clothes as dreamy, comfortable, and feminine.


Tools & Techniques : Branding, Creative Direction, Production

Creative Direction | Maayan Yahbas
Production | MYsocial
Photographer | Shay Franco
Videographer | Hila Chen
Makeup and hair | Michal Neiger
Content creator | Shoval Twik Katzir
Art and styling | Michal Glazer