Project Overview: Spring-Summer Lookbook
Role: Head Apparel & Accessories Designer, Creative Director, Lookbook Editor
Timeline: 3.75 Weeks
Welcome to Quarantine
Generation 2.0, like most small retailers at the time of the pandemic, was uncertain how to proceed with business as usual during lock-down. Instead of dropping the originally planned Spring-Summer edit for the upcoming season, it was decisively scrapped in favor of starting anew.
Hello, New Inspo!
With much of the world melting down, TikTok starting to blow up, misinformation ablaze, and caregivers of all kinds ready to explode, fire seemed an inescapable, if not inevitable, concept to be explored in the moodboard compilation below. Although the brightly hued, boldly colored, palette against black & white imagery was unplanned, the aesthetic also felt particularly poignant given the warm weather ahead.
Collection Overview
A one-time only, limited edition drop consisting of a smaller than usual assortment of fashion apparel & accessories, featuring one of a kind graphics, handcrafted accessories, and eye-catching embellishments. Created during the pandemic, as a sort of reaction to the pandemic in real time, it was designed, executed, and delivered in under a month.
#FashionTees
Everything from t-shirt type, color, and available sizes to custom tag, typeface, and post-print detailing, is documented in the page below. While each tee design is individually unique, collectively, they're products of a shared style sheet.
Final Shirt Designs
#5AlarmFire Design
#5AlarmFire Tee
#Smokeshow Design
#Smokeshow Tee
#LitAF. Design
#LitAF. Tee
#SlowBurn Design
#SlowBurn Tee
#BurningUp Design
#BurningUp Tee
#Shelectric Design
#Shelectric Tee
#LitLike Design
#LitLike Tee
#LitAF Design
#LitAF Tee
#FashionTotes
In the style sheet below, the original blank totes came with matching, yellow canvas, straps. These were uniformly removed & replaced (by hand) with the gold-toned hardware displayed in the "Elements" section. Fashion wise, it made a huge difference as seen in the final tote designs.
Final Tote Designs
#TotesLit Design
#TotesLit Tote
#TotesKaboom Design
#TotesKaboom Tote
#TotesFire Design
#TotesFire Tote
#FashionClutches
Like the tees and totes above, the style sheet below includes all of the necessary clutch design details. These bags were a new release at the time, but became a staple of the collections that followed.
Final Clutch Designs
#OOTD Clutch Design & #OOTD Clutch
#Zap Clutch Design & #Zap Clutch
#GoneGirl Clutch Design & #GoneGirl Clutch
#FashionJewelry
The handful of pieces below were designed for maximum wearability. With a limited item collection like this, and the unusual circumstances of the pandemic in particular, it made more sense to prioritize versatility over quantity.
Final Lookbook
With the final designs ready to go, the digital lookbook came together in no time. Click the image below to view the contents of the Spring-Summer collection in its entirety.
Line Sheets
Alas, the final step before going live, a price guide with product details for each, individual item.
