Leading a team of accessory designers to develop a Nordstrom exclusive collection for New York based footwear designer Sam Edelman
SCAD PRO COLLABORATION AT SAVANNAH COLLEGE OF ART & DESIGN
Spring Summer 2024 Sneaker Capsule
GOALS AS THE PRIMARY PROJECT MANAGER
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Trend Analysis
Finding emerging fashion and accessory trends in the United States of America
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Design Development
Curating a vision for the collection and managing a team of 20 student-colleagues
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Prototyping the Capsule
Designing and prototyping 5 limited edition sneakers for the Spring Summer 2024 line
THE STRATEGY
Systemic Thinking
As a creative leader on a team with a mere ten weeks to go from prompt to prototype, it was imperative to seek and support teammates with the ability to own and lead tasks and operate as department heads. More critical was operating as the thread that seamlessly stitched together the vision and teams through the design sprint.
Footwear Design
This team focused on form and function, creating the core products for the collection.
Print & Hardware Design
This team focused on color, print, pattern, and hardware to augment the products.
Marketing & Brand
This team studied market trends, created unique visual content, and lead brand storytelling.
THE MUSE
Who is Libby Edelman?
Sam Edelman’s wife and co-founder is his muse. Furthering the design vision of a founder driven brand requires not just understanding the brand nodes but also seeking a North Star for creative focus. In this collection, we studied Libby Edelman, and imagined who she might be if she were GenZ or late Millennial.
VISUALIZING THE CORE CUSTOMER IN HER REFLECTION
Our color palettes drew from the different moods of today’s twenty something year old women. While some palettes spoke to quietude, others exemplified individuality. The flavor of youthful exuberance manifested in not just the materiality but also the marketing collateral.
DELIVERING BEYOND THE ASK
Seeing the capsule as an experience
The product
Delivering beyond the ask of a capsule, the team was able to offer a library of sneaker silhouettes to inspire the brand further.
The narrative
Crafting in-store brand collateral, films, catalogues, and packaging allowed us to integrate sales and storytelling.
The touchpoints
Seeing the customer interactions in-store and online as opportunities for the brand to resonate, we delivered beyond the ask.
The future
The capsule collection allowed us to set a tone for the future clientele of the brand as it looks to a youthful exuberance.
EXPERIENCE THE STORY
In-store at Nordstrom
The five sneaker capsule was received with resounding applause backed with sellout styles within a week of launching at Nordstroms across North America.