Where Team Spirit Meets Personal Style.
Where Team Spirit Meets Personal Style.
Lusso
Lusso is a women-owned and operated, fashion-first licensed sports brand created for women who refuse to choose between representing their team and expressing their personal style. Drawing on more than 25 years of experience in luxury boutique retail, the brand reimagines traditional fanwear through elevated design, thoughtful fit, and pieces intended to feel at home far beyond the stadium. Its collections span professional and collegiate teams and are available through Lusso’s own storefront as well as major retail platforms including Fanatics.
Rather than treating sports apparel as an afterthought, Lusso places women’s fashion at the center of the experience. From expressive dresses and coordinated sets to sweaters, accessories, and refined everyday staples, the brand brings a distinctly style-conscious perspective to officially licensed apparel—allowing customers to represent the teams they love without sacrificing individuality.
My work with Lusso spans two full productions, each created for a different purpose. The first focused on stylized, model-driven photography designed to communicate the personality, movement, and fashion-forward identity of the brand. The second was a high-volume e-commerce production covering approximately 60 pieces, with consistent imagery created for Lusso’s website, Fanatics, and additional online retail platforms.
Moving between those two environments required two different visual approaches. The editorial work needed energy, expression, and atmosphere, while the e-commerce work demanded accuracy, efficiency, and consistency across a large collection. Together, the two shoots demonstrate how the same brand can be translated into imagery that both inspires the customer and clearly supports the shopping experience.
My Contribution
My role was to photograph Lusso’s apparel in a way that protected its fashion-first identity across both creative and commercial applications. During the stylized production, I focused on creating expressive imagery that highlighted complete looks, model personality, movement, and the details that distinguish the brand from conventional fanwear.
For the e-commerce production, I worked through a large collection during a full shoot day, creating clean and cohesive product imagery intended to remain consistent across multiple digital storefronts. The work required close attention to garment presentation, fit, pose, lighting, framing, and color so that each piece could be accurately represented while still feeling unmistakably Lusso.
