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Two weeks free in NovemberPlan a call

[ Art direction ]

Independent

Ghent, BE

Selected work [04]

Wende Kroon, art director

Disciplines · projects since 2021

Campaigns[11]Editorial[06]Art Direction[09]Image-making[05]
Wende Kroon, platinum bob and black roll-neck, in front of a red paper backdrop

Kroon Studio

Outerwear, silver, late light

Answers the next working day

Plan a call
Independent since 2021Outerwear & jewellery

Campaign pictures for coats, knits and silver.

wende@kroon.example · Ghent, BE · cv-signal.cystems.io

Sample site. Wende Kroon is a fictional person; every detail here is invented.

[ 01 ] Approach

I start with one object and build the picture around it. A coat that catches the wind on a flight of stairs. A signet ring on a red nail. Get that object right and the casting, light and location fall in behind it.

Most of my work is outerwear and jewellery for Belgian and Dutch labels: campaigns, lookbooks and the odd magazine story. I write the treatment, cast, scout, sit next to the photographer on the day and stay through retouching.

You talk to me from the first call to the final files. No account manager in between.

Read my career

[ 02 ] Selected work

Recent work

© 2021 – 2026

A woman in a long red wool coat walking down concrete steps under a flyover at dusk[01]Late FerryCampaigns[2025]Close crop of a hand with red nails and three heavy silver rings resting against a cheek[02]SignetCampaigns[2024][03]Wool WeatherEditorial[2024][04]Blue Hour ShiftArt Direction[2023]

[ 03 ] Services

Four ways in

Four ways into a project. Most jobs use two of them; a full campaign uses all four.

Seasonal campaigns for outerwear and jewellery labels, from the first moodboard to the cut-down for social.

[ Deliverables ]

  • Treatment and moodboard
  • Casting and location
  • On-set direction
Plan a campaign
  1. Campaigns — Seasonal campaigns for outerwear and jewellery labels, from the first moodboard to the cut-down for social. Treatment and moodboard · Casting and location · On-set direction
  2. Editorial — Magazine stories built on close crops, texture and one strong colour carried across every page. Story concept · Styling brief · Page sequence
  3. Art Direction — I step in as art director on a shoot you have already booked: shot list, frame-by-frame calls, and a second eye on the monitor. Shot list · Day-of direction · Selects and notes
  4. Image-making — Small still-life and product sets I shoot myself in the studio when a label needs pictures fast and a full crew would be too much. Still-life sets · Product on colour · Retouch-ready files

[ 04 ] Own studies

Own studies

Self-initiated studies I shoot between commissions. Each one tests a colour, a fabric or a light before a client pays for it.

LATE FERRYOuterwearStudySignetJewelleryStudyWOOL WEATHERKnitwearStudyRed TideBeautyStudyBLUE HOURNightStudyQuay 9MenswearStudySix studies so far, from heavy silver to boiled wool. Every one is open for a label to pick up and run as a campaign.Ask about a study

[ 05 ] Career

Career

Left the agency to work with fewer labels, longer. Four to six campaigns a year, mostly outerwear and silver.

Independent art directorKroon Studio, Ghent2021 – now
  1. Independent art director, Kroon Studio, Ghent · 2021 – now
    Left the agency to work with fewer labels, longer. Four to six campaigns a year, mostly outerwear and silver.
  2. Senior art director, Bureau Lantaarn, Amsterdam · 2017 – 2021
    Ran the fashion desk: seven retained labels, two seasons a year, a team of three designers.
  3. Art director, Koepel Magazine, Antwerp · 2014 – 2017
    Art-directed thirty-one fashion stories and learned to plan a twelve-page sequence on one sheet of A3.
  4. Junior designer, Studio Halfnacht, Rotterdam · 2012 – 2014
    Lookbooks and catalogues. Mostly type, grids and press checks at five in the morning.

14

Years making fashion pictures, agency and independent.

04

Disciplines, from treatment to still-life.

01

One person on your job, brief to final retouch.

NL/EN

Briefs and calls in Dutch or English.

[ 06 ] Record

Record

Study, shortlists and the few talks I have said yes to.

2025ShortlistLate Ferry[Noordzee Image Award]Award
2024TalkCold light, warm skin[Fotoweek Maas]Talk
2019JuryGraduate show[Academie Westzijde]Jury
2012EducationBA Graphic Design[Academie Westzijde]Degree

[ 07 ] Availability

Free weeks

Campaign weeks, editorial weeks and single days on set. Tell me which week suits you and it stays pencilled in for you until Friday.

Reserve a week

2026

Nov

16 & 23 Nov open

2026

Dec

Only 14 Dec open

2027

Jan

Open from 11 Jan

2027

Feb

Every week open

Booked weekFree week

A block runs Monday to Friday. Single on-set days fit around them.