Lovenia 2008 and 2009 Look Books
Fashion House
Lovenia is an American fashion brand created and designed by Heidi Handler.
“It’s the Jazz Age reimagined and Jean Harlow and Edie Sedgwick are having tea at Tamara de Lempicka’s before catching a Josephine Baker show in Paris.”
— Heidi Handler, on her inspiration for her debut collection of Lovenia
SKAGGS designed and produced a visually stunning identity and collateral system, website, and Spring ’08 and '09 Look Books for Lovenia. In Lovenia's designs, 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.
“We wanted to stay true to the ultra-feminine, light, airy pieces from Lovenia’s debut collection.”
—Jonina Skaggs, Art Director
“Heidi had sketched a love-heart and was very keen on using it. We didn’t want it to misrepresent the brand so we scaled it back and instead concentrated on a round, thin, playful yet sophisticated typeface. We customized it so it was a one-off font unique to Lovenia.”
The color palette used was a contrast of a light lavender and dark pewter, which complemented each other and didn’t overpower.
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 KVD NYC, renowned photographer Rick Haylor beautifully captured the spirit of the quintessential Lovenia girl (both an international glamour girl and someone earthy), while Sean Spellman (stylist), Yuka Washizu (makeup) and Benjamin Pinon (hair) collaborated to produce the amazing results. The final production by Kapsure successfully defined everything the team had worked on.
Services
— Site design
— Logo and collateral
— Lookbook Design
— Art Direction
— Photoshoot
