CYRUS NYC
FALL 25
For the Cyrus NYC Fall 2025 campaign, I art directed and styled a story inspired by the calm, grounding presence of nature. From overall creative concept and location logistics to on-site direction of the photographer, models, set, and styling, I managed all aspects of the campaign's creative direction. The concept focused on warm neutrals, soft textures, and timeless silhouettes that reflect a slower, more intentional way of living. I selected pieces that felt natural on the body—knitwear that drapes easily and layers that offer quiet elegance. The overall mood was soft and earthy, with styling choices that emphasized comfort as a form of luxury. I used clean, minimal compositions to keep the focus on the clothing and its movement. Each detail, from set to styling, supported the collection’s message of ease and longevity. The final result is a calm, cohesive campaign rooted in effortless style.
Project Launch Date: 8/20/25
Location: Central Park - NYC
Photography & Editing: Mallory Idoni
Art Direction: Zoe Parvis
Styling: Zoe Parvis
Video Editing & Direction: Zoe Parvis