Adelfi Apparel
Art Director / Producer / Wardrobe StylistAdelfi Apparel is a brand new women’s underwear brand that officially launched in July 2026 by friend and founder, Christina Ly.
I came on board to help guide Christina into her first launch, working with her concept for almost a year to help create the vibe and aesthetic she was aiming for with her first production launch. Taking her lead, I created the brand’s first creative campaign deck that included imagery, lighting, poses, styling, overall production schedule and shot list. From there we worked with photographer, Molly Tellekson, to produce Adelfi’s first Core Collection campaign and e-commerce images on a very minimal budget and tight timeline.
@adelfi_apparel
Campaign Photos
TEAM
Founder : Christina Ly @Christinaalyy
Assoc AD / Producer / Wardrobe Stylist : ME
Photographer : Molly Tellekson @mollytelleksonphotos
Content : Jonah @jonahcp_
MUA : Rachel Malkin @rachymal
Models : @kimmie.kris @kiaramorten @j.hadas
CREATIVE DECKS
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Created a detailed campaign mood board for the Founder and Creative team to follow including lighting, poses, styling, and content ideas.
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Created a detailed timeline of the day including all shots needed to capture both campaign and e-commerce imagery for website and social media.
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Created the daily timeline for the team down to the minute!
E-Commerce Photos
3 Core Styles : Thong, Bikini, Brief
2 Color Ways : Merlot, Black
3 Models in size Small, Medium, and Large.
All photographed in each style - 10 minutes per style.
