FROM RUNWAYS TO HALLWAYS
School is officially back in session and so are the fall fashions taking over the runways and hallways. For this season’s shoot we wanted to bring some fun and flare to people’s everyday wardrobe.
Our collaboration with Macerich Shopping Centers recreated looks from the season's top designers - such as Fendi, Versace, and Phillip Lim. We wanted to mix together high and low fashion to meet a variety of price points. Our hope was to inspire consumers to invest in key pieces that would update their wardrobe with versatility. With a nod to the 80s comedy, Heathers, we created throwback looks that are all about prep with an accurate amount of bougie. Ascots, the power shoulder, and layered sports coats create this signature look.
The Dugud Lab team hit the ground running for a two-day shoot in New York City with locations sprawling from a gorgeous Instagrammable loft in Soho to a new, hip wine bar in Brooklyn, Tailfeather. The perfect locations to explore what will be a trend that influences fall fashion - camp. Thanks to this year’s Met Gala theme, fashion takes a deeper dive into the abrupt, extravagant, and over-the-top. Graphic messages, dramatic asymmetrical cuts, inserting feathers in unexpected ways, oversized bows, and playing with scale are the easiest ways to translate to your everyday wardrobe. Ultimately we set out to capture looks that are perfect for any fall social gathering or adorned on the coolest kid on the playground.
CREATING HOLIDAY MAGIC
With the holidays quickly approaching, we look back to our 2018 holiday campaign and how we brought the magic and excitement of the season to life with Macerich Shopping Centers. In this project, we celebrated looks adorned in metallics, jewel tones, and bold statements.
Over the course of two days, the Dugud Lab team got into the holiday spirit! From developing creative, casting, sourcing art, shooting, through post-production, we encapsulated the joys of the season in a beautiful Brooklyn brownstone and interior design studio. Our team worked tirelessly to make sure every detail was perfect.
Dugud Lab reimagined the holidays with bright colorful backgrounds, a non-traditional tree in the form of a cactus, and beautifully made centerpiece displays. We wanted to focus on community, traditions, and both high-end and affordable styles. Remember the wonder and joy of the holidays with a quick look behind the scenes.
MAY WE MALIBU
We’re on our way to summer! You’ve followed our partnership with Macerich Shopping Centers along through January, February, March and April. Now, we’re walking on sunshine with all things summer fashion. Whether it’s a walk on the beach with your favorite person, summer picnics, Prom, or just pulling out your favorite floral jumpsuit, there’s bound to be a look for everyone. Denim blues were popular this season, especially with pops of mustard.
We love the home vignettes that prop stylist, Jaclyn Kershek, was able to create. She even borrowed some materials from make-up artist, Denise Bugarin’s, kit to create a make-up flat lay that was all love.
Dance your way through the image galleries we created to inspire us through summer lovin’.
COLOR ME MARCH
Contrary to popular belief, the first day of Spring is in March - not April. So we teamed up with Macerich Shopping Centers to capture the best patterns and colors for Spring fashion. Living Coral is the Pantone color for 2019, and so co-founder and Creative Director, Zack McDowell, incorporated the color of the year - along with other bold colors - into the series.
Read more here on how Macerich x Dugud Lab will continue the tradition of Spring fashion, with light bright tones and floral prints. April is almost here, and Spring will be in full effect!
NEW YEAR, NEW TRENDS
January is the longest month of the year and it feels that way too. We’re in the thick of winter in New York City. Folks are wrapped tightly in coats and scarves, but fashion never lacks. Macerich Shopping Centers partnered with us to roll out a social campaign for winter fashions, suitable for the elements. We tried to warm up winter by spending time in studio with Breanna, Chris and Maria before moving over to a brownstone with Shin, Maiko and Misty.
Once you’re finished with the January images, we'll hold your hand into February. Here’s why we admire the month of love.
THE HAPPIEST OF HOLIDAYS
We made the most of the holiday season by spending it with Macerich Shopping Centers. This year’s inspiration came from a clean BoHo-vibe for Macerich’s national social campaign. Over the course of 2 days, we created magic that only the holidays can bring. From creative, casting, sourcing, shooting, and editing - we did it all in a Brooklyn architectural warehouse and classic brownstone. Check out some of the holiday spirit:
FEELING FALL
We’re moving through the season with Macerich Shopping Centers. Continuing our social series, we created a series of images to feature some of their favorite products of the season. Our favorite part of this project was being bale to shoot at this beautiful mid-century glass house in upstate New York.
BACK TO COOL WITH MACERICH
This summer we spent some time with Macerich shopping centers for this AW18 social campaign. We focused on this season’s trends and headed upstate to a gorgeous mid-century modern estate in Chappaqua to hang poolside. From neon and prints to monochromatic moments, we wanted to capture still images that make back to school cool again. For more information on the images we captured, and to see our awesome locations, check out the final images here.
