Studio Edge
Project Overview
Velvet Noon is a rising fashion label known for its daring silhouettes and understated luxury. Ahead of their Spring/Summer collection launch, they sought to develop a strong seasonal campaign that could carry their new identity into the global spotlight. The collection, inspired by modern femininity and urban freedom, needed a campaign direction that was both visually assertive and emotionally resonant. The in-house team had clear design sensibilities but needed creative partners to shape the campaign identity and bring it to life across physical, digital, and editorial spaces.
Our challenge was to define a visual narrative that elevated the brand’s voice, energized their presence in the European fashion circuit, and could fluidly adapt across lookbooks, storefronts, website banners, and social media.
Objective
The objective was to position Velvet Noon’s Spring/Summer line not just as a product launch but as a bold brand statement. We aimed to shape a campaign that reflected the label’s evolution while drawing clear lines between past collections and the new direction they were taking. This involved exploring visual references from architecture, cinema, and contemporary art to distill a campaign that felt curated, cinematic, and deeply intentional. The goal was to spark excitement across multiple touchpoints—media outlets, returning customers, and potential stockists—while reinforcing the brand’s design-forward reputation. Every visual had to contribute to the story of confidence and fluidity that defined the collection itself.
Scope of Work
Our collaboration with Velvet Noon covered every major touchpoint:
Art Direction
We established the visual tone, lighting, casting, and photographic style for the entire campaign, ensuring cohesion across editorial and commercial outputs.Creative Styling Consultation
Our team worked closely with stylists and photographers to refine the presentation of the pieces for the runway, lookbook, and campaign shoot.Campaign Layouts
We designed adaptable visual templates for print, digital billboards, Instagram stories, homepage banners, and press kits.Storefront Display Concept
Physical retail displays were designed with the campaign’s motif in mind, blending fabric, metal, and mirror installations to echo themes of reflection and duality.Social Media Rollout Plan
A timed sequence of teaser content, behind-the-scenes material, and collection drops was designed to build momentum across platforms.
Outcome
The Studio Edge campaign gave Velvet Noon a new level of recognition in the European fashion scene. Press coverage doubled within the first month of release, and the lookbook was featured in several leading fashion publications, including Numéro and L'Officiel. The physical displays drew foot traffic beyond forecasts, particularly in their Paris and Milan stores.
Online, the campaign’s rollout created a narrative thread that increased user engagement and led to a 34% uptick in direct-to-consumer sales during the launch period. Internally, the project provided Velvet Noon with a repeatable campaign structure and brand toolkit they could evolve with each season. What began as a seasonal promotion became a defining visual chapter in the brand’s journey—an editorial presence that demanded to be seen and remembered.
