MIss. fortune
Line Development for lucky brand
Project Brief:
The Miss. Fortune Line Development for Lucky Brand is a denim-centric collection made for the brand’s FW ‘25 season. This collection embodies the authenticity and free spirit of Lucky Brand combining it with the carefree edgy feeling of the 80’s rock’n’roll scene.
This Line Development explores Lucky Brand through a new lens using AI technology for the marketing and concept of the collection.
*This project was made in sponsorship by Cotton Inc. through Virginia Commonwealth University. There is 0 affiliation with Lucky Brand, Fletcher, or It Gets Better Project, this project is merely a concept.
Our Concept Board stems from the playful tongue-in-cheek tactics Lucky Brand is known for. Merging this with the edgy undertones will serve as the perfect platform to expand the brand’s reach exploring new creative possibilities. The featured AI image ties these two concepts together serving as a key image throughout the brand and marketing materials.
Our customer is Fletcher, she is in her late 20s in New York City or Los Angeles with a BA in Performing Arts. She enjoys listening to music and creating her own. She enjoys hanging out with friends out on the town and she loves to travel on weekends.
Color Board
The Color Board highlights the inspiration behind the collection, Rock n’ Roll. Our colors pay homage to some of the greats like the Rolling Stones with our Rolling Red based on their iconic logo. As well as Dirty Work which pays an ode to the band Steely Dan.
THE COLLECTION
The collection line-up highlights our intention to bring an edgy and vintage-inspired appeal to Lucky Brand without losing touch with the brand’s needed modernity, as we invoke a bold and defiant spirit. We incorporated relaxed silhouettes such as flare jeans and loose-fit denim but have added contrast-stitching and rhinestones to elevate garments throughout the assortment.
IN-store marketing
In-store we will have our AI image featured on each hang tag. On each pair of denim, there will be a leather patch featuring the brand’s clover insignia, which is also featured on the clothing tag sewn into each garment.
Our in-store bags and online mailers will come in small and large, both featuring the AI Image.
MARKETING
The Miss. Fortune Collection will collaborate with musician FLETCHER as well as the It Gets Better Project. Lucky Brand will host 13 concerts at select store locations around the United States, where fans will be able to shop the Miss. Fortune collection then witness their favorite artist perform live in stores.
