PRODUCT
Fashion Sketches / AI Mockups / Instagram / Packaging / Social Marketing / Promo Video
PURPOSE
To bring D&B back to main stream fashion, it's a heritage brand that has not entered into a broader audience, closer to the Gen Z influential creators. Taking advantage of what they're already known for and combining leather production to add a reputable product to their repertoire.
Dooney & Bourke is a brand designed for women who love luxury quality goods. I decided it was time to re-publish the brand in a way that felt closer to their target customer and add another product to their portfolio of goods. Leather is huge in the fashion industry and D&B has a mission statement of "all weather leather" my proposal is to no longer produce only hand bags, but leather pants as well.
NARRATIVE
Using my knowledge of the fashion industry and my own love for the heritage brand, I wanted to make sure the brand is seen as women empowering. The final look was produced by myself using Midjourney, an AI in beta that generates images based on detailed descriptions and reference images of sketches I created in Illustrator. I also created fashion sketches for graphics placed on crews, sweater sketches, pant and trench coats.
PROCESS WORK
Women who are searching for quality goods that will last them a lifetime. Generational knowledge of the brand creating customers (28-65). With the rise of Y2K fashion statements, D&B is on time for a comeback with their classic white and rainbow styled D&B logo patterned bags.
RESEARCH
Leather bags producers that are more known have a wider audience scope that includes fashion, like Coach, Louis Vuitton, and Gucci. I wanted to add something new that I have yet to see another leather producer tap into and that is leather pants and jackets. The mission statement " all weather leather " is the perfect segway into creating durable and reliable leather pants/jackets. To create a go-to brand to buy from when on the hunt for the perfect leather pant or leather trench coat.
INSIGHT
Women who are searching for quality goods that will last them a lifetime. Generational knowledge of the brand creating customers (28-65). With the rise of Y2K fashion statements, D&B is on time for a comeback with their classic white and rainbow styled D&B logo patterned bags.
TARGET AUDIENCE
MIDJOURNEY INITIAL SKETCHES + RENDERINGS
PROMO VIDEO
