Brand Launches · First capsule campaign
A first label's nine-piece capsule: cast, shot, and bound for buyers
The finished work
A pattern-cutter's first label under her own name: a nine-piece capsule launched with a cast muse, editorial campaign photography, and a bound book for buyers and press.
What they asked for, word for word
We're launching MAREN NOIR — our first women's capsule. Nine pieces: structured wool, silk, and one extraordinary coat. I've spent ten years pattern-cutting for other houses; this one is ours. I want the launch campaign done at the level the clothes deserve: a muse cast the way the great Paris houses cast, photography that looks like it cost two hundred thousand dollars — editorial, severe, beautiful — a campaign book for buyers and press, and the imagery for the drop announcement. Nothing catalog, nothing cute. If it doesn't look expensive, it doesn't exist.
What the studio made
A fifteen-page A4 campaign book: the muse cast the way the Paris houses cast, the full campaign photography across the nine looks (structured wool, silk, the coat), the campaign copy, and the drop imagery, bound for buyers and press.
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