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.
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.
MAKE IT FASHION (WEEK)
Neiman Marcus was front row for all of S/S 19’s looks from with trends like skirt suits to capes and maxi puffers. Over the last few weeks, we handled post-production for a series of fashion videos with the luxury retailer.
Footage from around the world from the various Fashion Week's - New York, London, Milan, Paris - made its way to our team. We designed the video layout detailing the many fashion hits of the weeks from designers like Saint Laurent, Christian Siriano, Off White, Givenchy and many more.
Check out all of the Fashion Week videos below and other Neiman Marcus x Dugud Lab projects here.
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!
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.
