Spring 2014 collection was inspired by dancers and the beautiful reality of a dancer's life.
For this season's collection, I met with a professional dancer as part of an inductive study. As a result of the meeting, I was able to interview her to better understand the reality of a dancer's life. It generated a clear perspective for story telling and inspiration for the collection's merchandise mix. I believe that a genuine voice is vital in storytelling within the fashion industry therefore I believe that the designs of every garment should be inspired by truth and not a design team's own interpretation of the season's inspiration. Appropriately, for the editorial shoot, we reached out to real dancers within our community of friends to be a part of the shoot. The mission for the brand was to always create a platform for the brand's inspirations and muses to shine.
"The story behind our Spring collection was to capture and illustrate the beautiful reality of a dancer's life. A life of discipline, hard work, blood, sweat, and tears. The strength it takes to create an elegantly flawless performance. Dancers are strong. We like strong."
In honor of Mother's Day I produced a photoshoot with a day of pampering and dress-up for a family of three generations of women, two generations of which are mothers. The images were then used as original content on the brand's Instagram account to promote the inspiration and to show customers how the garments look on different body types which then led to sales.
VIVIANCHAN's Spring 2014 collection preview was held at Daily Dose Cafe in Downtown Los Angeles with a few of the brand's favorite bloggers/influencers - Hallie Swanson of Hallie Daily, Sheryl Luke of Walk In Wonderland, and
Sazan Hendrix of Sazan.Me.
The morning consisted of coffee, tea, and brunch by Daily Dose Cafe, DIY Valentine's Day cards, a presentation of the collection's inspiration, an ended with an exclusive preview of the season's collection.
In conjunction with the launch of the Spring 2014 collection for the brand I planned, produced, and designed a pop-up shop at Daily Dose Cafe in Downtown Los Angeles. The pop-up shop served as a tool for marketing, branding strategy, networking, public relations, and sales. An exclusive promotion was advertised on social media and offered to customers that stopped by the two day long pop-up shop to help drive traffic and sales.
Unique LA is a large shopping event curated with other domestically produced brands. VIVIANCHAN participated as a vendor. Unique LA served as an opportunity for sales, networking, and public relations. Accessibility was a strong belief of mine for the brand. The brand's clothing needed to be accessible as much as the people behind the clothing needed to be accessible and relatable.
Mohawk General Store, Silverlake, Los Angeles, CA
Alchemy Works, Downtown Los Angeles, CA