Paganne Couture
Los Angeles, California
Adored by stars and models, and frequently featured in Harper’s Bazaar and Vogue, the iconic fashion house from the 60’s and 70’s is prepping for a monumental comeback, with reinvented couture and resort collections. The new Paganne Couture is sleek and cutting-edge, launching with evening and resort collections, as well as bespoke and rack pieces.
Brand // eCommerce Website // Collateral
My role
Design lead
Skills used
- Creative dir.
- Interaction design
- UI / web design
- Visual design
- Info arch.
- Copywriting
Services and deliverables
Brand // identity
- Brand exploration
- User personas
- Color palette
- Typography
- Logo update
- Brand / style guide
UI design // website
- Discovery
- Moodboards
- User flows, purchasing journeys
- UI / polished designs
Visual // collateral
- Stationery
- Magazine ads
- Lookbook designs and templates
- Photography selection and editing
Promo // marketing
- Custom email templates (Mailchimp)
- Custom Woocommerce emails
- Comprehensive copywriting
UI // web design
The homepage features a minimal design, with fullscreen HERO imagery promoting various collections, styles, and individual pieces. Vibrant colors on a dark slate, and couture fashion photography were essential components for making a stunning visual impact. An online store was included for off-the-rack lines, as well as a blog, event calendar, and lookbooks.
Visual design // collateral
Lookbooks were designed as part of the reintroduction of Paganne in the fashion world. As a freshly re-imagined couture label, I aimed to establish its updated image immediately, so as not to invoke the 1960s-1970s era that Paganne was famous for. Paganne was daring and dramatic back then, and, once again, in modern times.
Couture “Nocturna” Evening Collection Lookbook
Vivid imagery set against a dark, dramatic backdrop with modern fonts and a clean layout perfectly showcase Paganne’s Couture Evening Collection. As Paganne’s couture collections are bespoke in nature, the lookbooks were created specifically for promotional and investment purposes, not consumer purchase. Each version included a show schedule and a colorful blip about featured runway models.
Resort Collection Lookbook
The Resort Collection Lookbook is deliberately casual, but still retains Paganne’s exclusive feel. The images are diverse, creating a myriad of visual atmospheres, which required special attention in creating a cohesive experience. To tie the varied landscapes together, and to prevent any feelings of disconnect, I designed a clean, uniform layout that transitions easily between a number of distinct sections. Light, airy colors evoke spring and summer, while carefully selected and matched photo comps showcase the beautiful destination photography.
