Project objective: Introduce a Lookbook for Fall 2023, highlighting newness and design trends for the season.
The Process
Team Members: Design by Melanie Sun, Editing by Anna Payawal, Creative Directing by Nicole O’Shea.
Initial Concepting: Planning for each season starts 8+ months in advance, with an editorial concept walkthrough with the Chief Design Officer, Monica Bhargava. Here, she shows and tells the “Big Bets” for the season as well as her design inspiration and what each look/room is trying to convey.
The Writing Process: We transcribe the concept walkthrough interview using otter.ai, distilling key phrases and quotes. Working with the Editorial Director, we translate this into a deck to capture the essence of each season. The editorial team works with the site designer to make sure every concept is reflected in the images and flow of the layout, and then we pour copy directly into Figma. We review the site Lookbook, taking it through multiple rounds with key stakeholders: The Creative Director, Brand Vice President, E-Commerce Manager, and Digital Creative leaders. Once approved and uploaded via Jira, I will take the landed site experience and translate it into email and social channels.
