A NEW DECADE FOR DECADENCE
As part of our ongoing partnership with Macerich, we developed a new still photography and video package to kick off a new decade. We sought to create fresh, trendy images that span the course of early year holidays like Valentine’s and St. Patrick’s Days all the way through Prom.
From purple’s reign to the glory of glitter, these trends are sure to keep you ahead of the pack this season.
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.
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’.
SPRING FORWARD WITH MACERICH
Spring’s finally in full swing! Fluctuating weather brings lighter layers, softer colors, and a hint of whimsical patterns to the front of our closets. As part of our partnership with Macerich Shopping Centers, we’re showcasing a collection of high-end and affordable fashions - perfect for this season.
Our team conceptualized each visual, providing creative direction in set and costume design, hair & makeup, and photography. The gallery of images display the essence of Spring providing looks with light-bright tones, feathers, and floral prints. Our goal for this collaboration with Macerich was to encapsulate spring in a big way.
Spring forward with our images for April 2019 below and stay tuned for summer’s trends.
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!
MAKING MALIBU MAGIC
Last week, our crew traveled to Southern California for a photoshoot with Macerich shopping centers to change the scenery up from last year’s holiday campaign. Over the course of three days, we captured content for April thru August 2019 for their properties social channels. Our first location was The Ranch Uncommon, a real home that doubles as a decor marketplace. It should be a national treasure. Our crew, and models Colin, Elisa and Bentley, really felt at home in Jennifer’s space.
By Day 2, we made our way over to a beach house alongside the Pacific in Malibu. Dugud Lab Co-Founder and photographer, Zack captured Cherie, Reagan & Pria in light-bright tones and floral prints. The clouds tried to steal our sunshine, but the crew made sure to angle in natural light for the best framing. Everyone tried to keep the sand out of, well, everything.
FOR THE LOVE OF MACERICH
We love the month of February. Mostly because it’s like Halloween - we get candy! We also get to go full throttle with Macerich shopping centers and their love of fashion.
We creative directed the Macerich February campaigns and, of course, had a full-blown Valentine’s Day inspired vignette. We incorporated, all shades of pink with pops of white. Our models looked bright and bold, the making of a beautiful Instagram timeline! Makeup artist, Amanda Markoya, slayed faces, achieving that blushing look we all want to feel, and stylist, Jenn Park-Krulik, worked her magic on wardrobe as usual.
If you love this campaign, check out how we moved through March with Spring fashions.
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.
