Smart Fitzjerrell

I’ve been working with Mary Kathryn Wells for the past few months developing a brand for her debut fashion collection, Smart Fitzjerrell. This project has been a dream for me- there was inspiration everywhere: the unique mix of pattern and color, the cuts of the clothing and most of all Mary Kathryn's sense of style and humor.

Evolving the brand came naturally, beginning with custom type, patterning and illustration then gaining speed once we refined the logo. Over the last two weeks we have produced both the photoshoot and 12 limited edition lookbooks that will be used to enter new designer showcases, allure buyers and prepare for the first season of this exceptional line.


Fold-out cover of lookbook


Inside cover of lookbook


Business card doubles as hangtag!

Antonio Carusone shot the stunning mini-campaign (more to come in the fall) for Smart Fitzjerrell, working with Mary Kathryn as producer director and stylist, Moi as art director, the lovely Tara McCall modelling, Danielle Devine painting faces and our own Fiona Clark assisting on tambourine (a.k.a. light meter). Below are a few of my favorite selects from the shoot:













I will post more as we evolve the design for Smart Fitzjerrell’s Spring/Summer 2007 launch!