A. PENNY LANE
CREATIVE DIRECTOR, DOP, EDITOR,
GRAPHIC DESIGNER
2025
EERSTE VAN DER HEELSTSTRAAT 11A
AMSTERDAM
Penny Lane is a historic vintage designer store in the heart of Amsterdam, known for its distinctive 60s and 70s pieces. As Creative Director, Chloe led Penny Lane’s rebrand for their 2026 A/W season. She identified a core shift in vintage shopping culture: the joy of discovery had been replaced by sameness and decision fatigue.
Chloe's solution was simple, she leaned into the ritual of the vintage hunt. Rather than chasing trends, she positioned Penny Lane as a place known for its true 60s-70s fashion, and a refuge where customers can slow down, appreciate craftsmanship, and search for their vintage dream.
This direction came to life through a fashion film Chloe directed, shot, and edited, capturing the anticipation before visiting Penny Lane, and the hope that you're about to find your dream piece. Filmed in a historic Amsterdam apartment by the canals of Jordaan, the film leaned into this nostalgic lens through ornate interiors, soft light, and the irreplaceable beauty of a time that has past.
Extending this philosophy to the physical store, Chloe created a monthly in-store zine for Penny Lane's neighbourhood, the bustling suburb of De Pijp. Featuring "Penny's Picks" curated by staff, the zine celebrated local culture, encouraged community discovery, and reinforced Penny Lane as more than just another vintage shop, but a physical third space where likeminded people meet. Other assets, including collage-style cut-out videos inspired by paper dolls, further emphasised Chloe's direction towards touch, play, and nostalgia for the past.
Under Chloe's direction, Penny Lane didn't compete with fast fashion or the endless online choice. Instead, it leaned into something far rarer: a timeless, trusted destination, where vintage shopping is a tactile, in-person experience.