Sunday, June 25, 2006

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!


Blogger Eben Matthews said...

Very cool stuff.

I love the business card / hang tag - how rokin' in that!



June 26, 2006  
Anonymous Fi said...

Yea light meter!!! ; )

The photos are def. beautiful! Whoever thought overcast weather would be a blessing?

June 27, 2006  
Anonymous Matt Hunsberger said...

I love this.

June 27, 2006  
Anonymous Anonymous said...

Great fashions - Fun, trendy, yet sophisticated.

Who's the model? She's gorgeous. Why haven't we seen her in Vogue?

June 28, 2006  
Blogger J Smooth said...

Without a doubt, Ms. McCall and the fashion were like a perfect verse over a tight beat. These photos reflect the quintessence of simplicity, a fine line between tranquility and plainness.

June 30, 2006  
Blogger Faust Haus said...

The model is Tara McCall- if you can believe it this was her first time modelling EVER. She was so relaxed in front of the camera, no attitude- just a radiant natural beauty.

Tara currently works for a social justice organization ( correct me if I'm wrong!!) if you want to call Vogue, now would be the time!

June 30, 2006  
Anonymous Anonymous said...

The clothes are amazing! Putting those patterns together are so unique and make a true fashion statement! When will I be able to start buying?? Tara should continue modeling...what a gem!

July 05, 2006  
Blogger atticus_finch said...

great fashion, and design. Radio is such a great face to use. congrats on really well done design pieces.

August 10, 2006  

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