A fashion brand has to stand out nearly as much as its clothing does, and when contemporary label MILLY was looking to rebrand in order to reflect the edgy, irreverent attributes of their new collections, they turned to meteoric designer and ADC Young Guns 8 winner Jessica Walsh and her crew at Sagmeister & Walsh to make it happen.
Working closely with MILLY on a new look for the visual identity, as well as a new print, digital and social campaign to go along with it, Jessica et al kept the shape of the existing logo mark, evolving the mark’s personality by transforming it into a changing logo type that can showcase different attitudes. From growing flowers to freezing over in ice, or being painted onto a womans body; each application tells a new story which can evolve as the clothes in each season do.
“The biggest challenge was producing enough content for the campaign,” says Jessica. “We created over 400 images and animations, which will be rolled out over the next year via social media. We feel the face of a brand is no longer just a logo; it’s the daily interactions on social media that consumers are used to digesting and sharing on a daily basis. We feel it’s not enough for a fashion brand to just create a few strong campaign images anymore. Instagram and social media are one of the strongest marketing tools for a fashion brand.”
“We feel it’s not enough for a fashion brand to just create a few strong campaign images anymore. Instagram and social media are one of the strongest marketing tools for a fashion brand.”
So with so many elements to the rebrand, surely Jessica must have a personal fave. “I think the frozen face image is my favorite,” she says. “But more important than any one piece, my favorite part of the campaign was getting to collaborate with two lovely and badass ladies to make the campaign come to life. MILLY founder Michelle Smith and lead e-comm & merchandising producer Ari Horaitis both have amazing style and taste and were willing to take risks to create tp push the boundaries of traditional fashion advertising.”
DESIGN : Jessica Walsh, Angela Iannarelli, Aron Filkey, Matteo Giuseppe, Daniel Forero
PHOTOGRAPHY: Henry Hargreaves, Aron Filkey
MAKE UP: Anastasia Durasova
PRODUCTION: Group Theory, Molly Brunk
3D / ANIMATION: Brad Pickard, Pierre Bourjo, Esteban Dianco
RETOUCHING : Lutz & Schmidt, Daniel Plateado