VIVIANCHAN

2013 - 2015

 

SUMMER 2015

was inspired by the intricate artistry of pastry chefs.

For this season's collection, I met with a professional cake designer and cake instructor as part of an inductive study. As a result of the meeting, I was able to interview her to better understand the intricacies and vision behind a pastry chef/cake designer. It generated a clear perspective for storytelling 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. 

"The dessert plate is their blank canvas, allowing for all senses to be utilized in creating delectable sweets that not only captivate the palate, but also capture the eye."

LOOKBOOK

Photographer: John Michael Fulton
Model: Alena Zubakina
Creative Direction: Angela Choe
Set Designer: Kelly Fondry
Makeup: Paloma Alcantar
Hair: Paloma Alcantar
Photo Assistant: Joe Gunawan
Producers: John Michael + Angela Choe
Stylist: Angela Choe

E-COMMERCE PRODUCT IMAGES

Photographer: John Michael Fulton
Model: Alena Zubakina
Creative Direction: Angela Choe
Set Designer: Kelly Fondry
Makeup: Paloma Alcantar
Hair: Paloma Alcantar
Photo Assistant: Joe Gunawan
Producers: John Michael + Angela Choe
Stylist: Angela Choe

MARKETING EVENT

COLLECTION PREVIEW

To kick off VIVIANCHAN's Summer 2015 collection, a collection preview dinner was held at Croft Alley with a few of the brand's favorite bloggers, Rachel Nguyen of That's Chic, Sheryl Luke of Walk In Wonderland, Wendy Nguyen of Wendy's Lookbook, Nikki DeRoest of Hello to Beauty, Hallie Swanson of Hallie Daily, and Marianna Hewitt of Life With Me. The evening consisted of ginger cocktails, delicious Vietnamese influenced small dishes, catching up, an exclusive preview of the season's collection, and ended with sweet treat gifts and handwritten cards. 

 

 

SPRING 2015

was inspired by and is dedicated to florists.

For this season's collection, I met with Maggie Carson Jurow, a professional florist as part of an inductive study. As a result of the meeting, I was able to interview her to better understand the intricacies and vision behind a florist. It generated a clear perspective for storytelling 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 Maggie to set design the shoot with florals and workshop tools. The mission for the brand was to always create a platform for the brand's inspirations and muses to shine. Maggie was able to shine in the Spring 2014 short film where she stars as the main character.

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"Spring 2015 is dedicated to florists. A gorgeous floral arrangement is the first to catch our eye, often outshining the florist who carefully and skillfully created it. Our spring collection celebrates these behind-the-scenes artisans: women who rise early to collect the freshest blooms, who prune and cherish the most beautiful stems, who aren't afraid to get their hands dirty, and instinctively maneuver the dance between nature's movement and structure."

LOOKBOOK

Photographer: John Michael Fulton
Model: Jade McDaniel
Creative Direction: Angela Choe
Set Designer: Maggie Carson Romano
Makeup: Angelina Pham
Hair: Angelina Pham
Producers: John Michael + Angela Choe
Stylist: Angela Choe
A special thanks to Twig & Twine 

E-COMMERCE PRODUCT IMAGES

Photographer: John Michael Fulton
Model: Jade McDaniel
Creative Direction: Angela Choe
Set Designer: Angela Choe
Makeup: Angelina Pham
Hair: Angelina Pham
Photo Assistant: 
Producers: John Michael + Angela Choe
Stylist: Angela Choe

CREATIVE CONTENT

Director: Bradley Alexander
Producers: Bradley Alexander + Angela Choe
Featuring: Maggie Carson Jurow
Stylist: Angela Choe
*special thanks to: The Boskey Dell

VIVIANCHAN's Spring 2015 Short Film was created with Bradley Alexander to supplement the brand's audience to view the season's inspiration/muse the way we did.
A short film allowed for the audience to absorb and understand the brand identity with the guidance of music, mood, visual imagery, and narrative.

The short film was then used as original content on the brand's Instagram account, facebook, and the website to promote the inspiration and to show customers how the garments look on different body types.

MARKETING EVENT

COLLECTION PREVIEW

VIVIANCHAN's Spring 2015 collection preview was held at Soho House West Hollywood with a few of the brand's favorite bloggers/influencers - Rachel Nguyen of That's Chic, Olivia Lopez of Lust For Life, Sheryl Luke of Walk In Wonderland, Wendy Nguyen of Wendy's Lookbook, and Hallie Swanson of Hallie Daily, photographer Sisilia Piring of Sisilia Piring Photo, photographer Grant Yoshino, stylist Haley Roemen, stylist Lauren Rodriquez, makeup artist Anthony Nguyen, and Joshua Zad founder of Alfred Coffee.

The morning consisted of mimosas and brunch by Soho House, an exclusive screening of the brand's first short film, an exclusive preview of the season's collection,
and ended with an interactive flower stall (in alignment with the season's inspiration) where attendees were able to pick out their favorite flowers to have a bouquet made for them to take home. 

BUT FIRST, MAMA

To celebrate Mother's Day, a pop-up shop was held at Alfred Coffee during the Melrose Place Farmer's Market.
The afternoon consisted of shopping, meeting customers and fans of the brand, free coffee for customers, a farmer's market, and spending time with moms. 

VIVIANCHAN x Share & Do Good

Shared & Do Good is a boutique whose goal is to "bring you good designs made by great causes that tell amazing stories of hope from around the world".
For one weekend, the brand hosted a pop-in shop within the boutique as a way for the brand's customers to shop with the team in person and for the brand to promote the boutique to its social media followers.

REVOLVE EXCLUSIVE COLLECTION

After a few successful seasons of carrying VIVIANCHAN on REVOLVE's online store,
we teamed up to create a few exclusive pieces to be sold exclusively through revolveclothing.com.

INFLUENCERS

Gina Rodriquez actress, Marianna Hewitt of Life With Me, Rachel Nguyen of That's Chic,
Hallie Swanson of Hallie Daily, Sheryl Luke of Walk in Wonderland, Rachel Nguyen of That's Chic

INSTAGRAM

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WINTER 2014

was dedicated to immortalizing icons.
"In celebration of the brand's anniversary, our most timeless, sought-after, and ultimately treasured pieces return."

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LOOKBOOK

Photographer: John Michael Fulton
Model: Polina Protodyakonova / Photogenics
Creative Direction: Angela Choe
Set Design: Kelly Fondry
Makeup: Amy Strozzi
Hair: Amy Strozzi
Digital Tech: Jeff Bermudez
Photo Assistant: Adam Bartlett
Producers: John Michael + Angela Choe
Stylist: Angela Choe

E-COMMERCE PRODUCT IMAGES

Photographer: John Michael Fulton
Model: Polina Protodyakonova / Photogenics
Creative Direction: Angela Choe
Set Design: Kelly Fondry
Makeup: Amy Strozzi
Hair: Amy Strozzi
Digital Tech: Jeff Bermudez
Photo Assistant: Adam Bartlett
Producers: John Michael + Angela Choe
Stylist: Angela Choe

EVENT MARKETING

UNIQUE LA

For Winter 2014, the brand attended Unique LA as a vendor. Participating in the large shopping event curated with other domestically produced brands 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. We invited the brand's social media followers to attend the shopping event with an invitation. The invitation was to celebrate the brand's birthday with the team with shopping, networking, and sweet treats (we collaborated with a fellow vendor, Friandise Pastries to create treats that were inspired by the collection).

INFLUENCERS

Marianna Hewitt of Life With Me, tv host Catt Sadler of E! News,
Nastia Liukin Olympic gold medal gymnast, Hallie Swanson of Hallie Daily

INSTAGRAM

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FALL 2014

was inspired by art instructors. 

For this season's collection, I met with an art instructor as part of an inductive study. As a result of the meeting, I was able to interview her to better understand the reality of an artist and art instructor. 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 creative content shoot, we reached out to real art instructors within our community of friends and school (CSLUB) 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.

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"The collection was inspired by art instructors. Without their open-mindedness, patience, and nurturing spirits who knows where you and I would be today."

LOOKBOOK

Photographer: YOSHINO
Model: Margaux Brooke @ Wilhelmina
Creative Direction: Angela Choe
Makeup: Anthony H Nguyen
Hair: Jenelle Oldham
Producers: Yoshino + Angela Choe
Stylist: Angela Choe
Special thanks to Sammie Wei for inspiring us and location

E-COMMERCE PRODUCT IMAGES

Photographer: YOSHINO
Model: Margaux Brooke @ Wilhelmina
Makeup: Anthony H Nguyen
Hair: Jenelle Oldham
Producers: Yoshino + Angela Choe
Stylist: Angela Choe

MARKETING EVENTS

COLLECTION PREVIEW

VIVIANCHAN's Fall 2014 collection preview was held at Zinc Cafe in Downtown Los Angeles with a few of the brand's favorite bloggers/influencers - Olivia Lopez of Lust for Life,
Jenny Bernheim of Margo and Me, Sheryl Luke of Walk in Wonderland, Nikki Deroest of Hello To Beauty, photographer Yoshino, boutique Alchemy Works

The morning consisted of brunch by Zinc Cafe, conversations, a presentation of the collection's inspiration, and ended with an exclusive preview of the season's collection. 

FASHION FOR BREAKFAST

Fashion for Breakfast is a bi-weekly series hosted by Cecconi's and organized by SoHo House West Hollywood. The series includes breakfast, an influential speaker from within the fashion industry,
and networking with taste-makers and creatives. The brand teamed up with SoHo House to host Fashion for Breakfast. The event served as a tool for marketing, branding, networking, public relations, and sales.
Attendees received an exclusive sneak-peek of the collection and an exclusive opportunity to place pre-orders. 

INFLUENCERS

Chiara Ferragni of The Blonde Salad, Sheryl Luke of Walk in Wonderland, Sheryl Luke of Walk in Wonderland + Hallie Swanson of Hallie Daily, Wendy Nguyen of Wendy's Lookbook
Nikki DeRoest of Hello To Beauty, Olivia Lopez of Lust For Life, Gina Rodriquez of tv show Jane the Virgin, Jennifer Morrison of tv shows House MD and Once Upon a Time

CREATIVE CONTENT

The brand's main mantra is: 
"Every collection of ours is inspired by and dedicated to
real women, real careers, and real personalities."

Therefore I wanted to push the mantra a bit further by truly celebrating the season's inspirations. The team scheduled a day with three art instructors to dress up in the season's collection, chat with us, and be photographed in all their glory. 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.

INSTAGRAM

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SUMMER 2014

was inspired by female tattoo artists and women who proudly wear tattoos. 

For this season's collection, the motivator was to show the world the feminine side of female tattoo artists alongside the strength of women who proudly wear tattoos. To prepare for this collection, I met with a female tattoo artist and women with tattoos as part of an inductive study. As a result of the meeting, I was able to interview her to better understand the passion of a women in tattoo, whether they be an artist or canvas, and generate a clear perspective for the inspiration behind the collection's merchandise mix and details. Details that included sheer panels and cut-out details that would serve as a display frame for the wearer's tattoos. 

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LOOKBOOK

Photographer: YOSHINO
Model: Hanna Bogdan @ Photogenics
Creative Direction: Angela Choe
Makeup: Anna Branson
Hair: Veronica Valdivia
Nails: Denise Kelley
Producers: Yoshino + Angela Choe
Stylist: Angela Choe

E-COMMERCE PRODUCT IMAGES

Photographer: YOSHINO
Model: Hanna Bogdan @ Photogenics
Creative Direction: Angela Choe
Makeup: Anna Branson
Hair: Veronica Valdivia
Nails: Denise Kelley
Producers: Yoshino + Angela Choe
Stylist: Angela Choe

MARKETING EVENTS

SUMMER SOCIAL

The brand supports all boutique vendors by working together in promoting the boutique, the line, and shopping. For Summer 2014, I planned, produced, and designed Summer Social, a shopping event at Alchemy Works. The shopping event was filled with cross-marketing with brands that are aligned with the VIVIANCHAN brand identity. The brands that participated in our event include - California DonutsSweet Clementine's Popsicles, Flora LuxFixed Foliage, Alchemy Works. Due to all of the cross-marketing, the event was a success and traffic was great. The shopping event 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 event to help drive traffic and sales.

UNIQUE LA

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.
Due to success from the previous Unique LA event, the brand expanded to a 10' x 20' booth from a 10' x 10' booth for more space.

INFLUENCERS

Jenny Berheim of Margo and Me, Nikki DeRoest of Hello To Beauty,
Sheryl Luke of Walk in Wonderland, Wendy Nguyen of Wendy's Lookbook

INSTAGRAM

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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.

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"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."

LOOKBOOK

Photographer: YOSHINO
Model: Corrie Lejuwan
Creative Direction: Angela Choe
Hair: Jenelle Oldham
Makeup: Anna Branson
Producers: Yoshino + Angela Choe
Stylist: Angela Choe

E-COMMERCE PRODUCT IMAGES

Photographer: YOSHINO
Model: Corrie Lejuwan
Creative Direction: Angela Choe
Hair: Jenelle Oldham
Makeup: Anna Branson
Producers: Yoshino + Angela Choe
Stylist: Angela Choe

CREATIVE CONTENT

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.

MARKETING EVENTS

COLLECTION PREVIEW

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. 

POP-UP SHOP

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

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. 

STOCKISTS

Mohawk General Store, Silverlake, Los Angeles, CA

Alchemy Works, Downtown Los Angeles, CA

INFLUENCERS

Julie Sarinana of Sincerely Jules, Wendy Nguyen of Wendy's Lookbook, Hallie Swanson of Hallie Daily,
Sheryl Luke of Walk in Wonderland, Wendy Nguyen of Wendy's Lookbook,
Chriselle Lim of The Chriselle Factor, Soraya De Carvalho of Style is My Thing

INSTAGRAM

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WINTER 2013

was the brand's debut collection that launched with six closet essential pieces. 
"An iconic holiday collection featuring VIVIANCHAN's staple closet essential pieces.
Ready-to-wear, domestically manufactured, made with love."

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"Through the chaos of her day, she is able to find divine balance between work and pleasure when she "stops and smells the roses". In between running around to meetings, lunch dates, and errands she gets lost in a park, and has her "stop and smell the roses" moment. Have you stopped and smelled the roses today?"

LOOKBOOK

Photographer: Shawn Arrington
Model: Allie Crandell
Creative Direction: Angela Choe
Hair/MU: Angelina Pham
Assistant Photographer: Jonathan Lobel
Producer: Angela Choe
Stylist: Angela Choe

E-COMMERCE PRODUCT IMAGES

Photographer: Shawn Arrington
Model: Alena Zubakina
Creative Direction: Angela Choe
Hair/MU: Angelina Pham
Assistant Photographer: Jonathan Lobel
Producer: Angela Choe
Stylist: Angela Choe

CREATIVE CONTENT

As the Winter 2013 collection being the debut collection for VIVIANCHAN it was important to ensure that the audience clearly understood the brand identity. Along with building the brand's aesthetic (before launch) on Instagram and Pinterest, an editorial lookbook that captured the inspiration of the VIVIANCHAN woman, and e-commerce product images, a lookbook video was created to visually ensure the brand's identity is clear, strong, and that the brand's target customers were able to connect with the brand identity immediately.

MARKETING EVENT

POP-UP SHOP

In conjunction with the debut launch for the brand I planned, produced, and designed a pop-up shop at Daily Dose Cafe in Downtown Los Angeles.  E-commerce brands need a temporary physical environment for customers to better understand the brand identity and to trust the brand. 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.

*special thanks to artist, Maggie Hazen. Maggie designed the fixtures, then her and I built the fixtures on location.

INFLUENCERS

Wendy Nguyen of Wendy's Lookbook, Jeannie Mai co-host of The Real on Fox, Brandi Cyrus of Style Native,
Chriselle Lim of The Chriselle Factor, Sazan Hendrix of Sazan.Me, Hallie Swanson of Hallie Daily,
Wendy Nguyen of Wendy's Lookbook, Chriselle Lim of The Chriselle Factor, Hallie Swanson of Hallie Daily,

INSTAGRAM

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