MO: A Window Into Fashion
A Brand Relaunch Dedicated To Bringing You Closer To Fashion & It’s Creators
Objective: In the Fall of 2019, Moda Operandi introduced a new vision for itself. A unique repositioning that signaled its global intent in the fashion industry and beyond. As Creative Director of Moda Operandi at the time, my team was tasked with developing and relaunching Moda Operandi across all channels, offices and showrooms—communicating its commitment to “discovery” of fashion through technology-based data and services.
Solution: Developed a global content strategy dedicated to bringing awareness to Moda Operandi’s unprecedented connection to designers, it’s well-edited curation while celebrating it’s unique network of clients, collaborators and friends. Simultaneously crafted a modern and flexible visual identity system with Lotta Neiminen Studio and implemented the system seamlessly across all showrooms—New York, Chicago, London and Hong Kong.
Scope: Brand Identity, Brand Relaunch & Strategy & Art Direction
Owning Bold Color & Graphics
In a sea of black and white branding, Moda Operandi’s colorful graphic system fully embraces the brand’s bold trailblazing history of Trunkshow. Using shape and color to direct and attract a customer’s attention. As a multi-brand retailer, the flexibility allows Moda Operandi to speak and pair organically with any of the +1,200 brands represented on it’s site. And, as Lauren Santo Domingo says, “Why be boring?”.
Core Pillars & Storytelling
Paired with rebrand, Moda Operandi recommitted itself to being a platform for discovery of fashion and unprecedented connection to the designers on its growing roster. Alongside the rebrand, four categories of storytelling were outlined to help focus Moda Operandi’s editorial voice and partnering capabilities.
Connection & Access
Champion Moda Operandi’s unprecedented connection to designers and their collections through unique content and experience-based initiatives that engage and service VIIP customers.
Curation & Style POV
Develop editorial content to promote Moda Operandi’s unique and well-edited curation of brands, trends, and products—continuing to offer diverse styling POV.
Lifestyle Context
Moda Operandi understands that fashion exists within the broader context of our clients’ lifestyle—art, philanthropy, architecture, beauty, etc. Using this context, Moda Operandi builds awareness and partnerships aimed at acquiring new customers.
Hero Community
Develop content that doesn’t just speak at the customer, but that celebrates the network of engaged customers, collaborators, and friends that make Moda Operandi unique—a constant and engaged conversation.
6 Seasons, 6 Countries & 1,200 Designers
Led and developed global content spotlights aimed to hero emerging and exclusive brands available in Trunkshow on Moda Operandi in key fashion capitals—New York City, Paris, London, Copenhagen, Milan & Sydney. Content aims to highlight each season’s key trends and available styles in a lo-fi social-first context. Access and exclusive imagery—directly from designer showrooms—drives awareness of brand offering and positions Moda Operandi as a leader in the luxury fashion space.
The New Front Row
Co-led the launch of live shopping video content on Moda Operandi’s platform—continuing to position Moda Operandi as a leader in the technology space and offering it’s client unprecedented access to designers they know and love. Program was piloted with Johanna Ortiz from Colombia, Wes Gordon from NYC, Altuzarra from NYC, and Studio Amelia from Sydney.
Fueling An E-commerce Platform
Developed and led production of all seasonal marketing editorials aimed to promote key curations and GOV driving brands. To create one consistent seasonal voice, content fueled all marketing channels including site, e-mail, private client, affiliate marketing and social. 45% of all creators leveraged in content creation were emerging talent or diverse candidates—championing Moda Operandi’s (and my) desire and commitment to creating a more inclusive community.
Photographer: Campbell Addy, Morgane Lay, Jun Lu, Cris Fragkou
Director: Emma Dalzell-Khan
DOP Jack Webb
Stylist: Ilona Hamer
Set Design: Mila Taylor-Young
Hair: Tina Outen
Make-up: Susie Sobol
Models: Lorna Foran, Lou Schoof, Indira Scott, & Adonis Bosso
Production: AND Production
Branding Partner: Lotta Neiminen Studio
Type Foundry: Schick Toikka
Client: Moda Operandi