SKAGGS Blog

New York Fashion Week is upon us and while it maybe Spring ‘08 at Bryant Park, we’ve got a remarkable Fall ‘07 project to showcase. In collaboration with Kim-Van Dang at KVDNYC, we designed and produced a visually stunning identity and collateral system, Spring ‘08 Look Book and website for Lovenia. KVDNYC developed the brand ethos of Lovenia, citing that in the Lovenia world simple and complex themes co-exist with fabulous ease and elegance, resulting in a modern take on true personal luxury.

The identity development was a process that involved competitive brand research and color and typographic studies that aided the successful definition of the Lovenia brand. Using information from the studies we designed a logo type that involved customizing an existing font. The “heart” stamp was a mark that Heidi Handler had designed many years back and wanted to keep as a testament to all that she’d produced previously. We refined the mark so it fitted with the brand’s current look.

“It’s the Jazz age re-imagined and Jean Harlow and Edie Sedgwick are having tea at Tamara de Lempicka’s before catching a Josephine Baker show in Paris”
— Heidi Handler of her inspiration for her debut collection of Lovenia

For the Lovenia Spring ‘08 Look Book, we worked with a team of outstanding professionals to produce a spectacular photo-shoot. With creative direction by SKAGGS and KVDNYC, renowned photographer Rick Haylor beautifully captured the spirit of the quintessential Lovenia girl (both an international glamor girl and someone earthy), while Sean Spellman (stylist), Yuka Washizu (make-up)  and Benjamin Pinon (hair) collaborated to produce the amazing results. The final production by Kapsure successfully defined everything the team had worked on.

We’ve got some behind the scenes shots from the shoot taken by Grace Handler…take a look!