Launch tactics for a denim collection typically include product-focused imagery to set the tone, and a sell-in lookbook (print and digital). Once the line has been sold-in, it's supported by website, in-store signage, magazine and social media.

First up is a relaunch of Lee's heritage "101" denim for the true denim heads.

The "Vintage Modern" collection was featured in over 150 Free People stores. Working in lock-step with the product and merchandising teams, it was critical that the visual assets reflected a curated, eclectic look, to help sell-in this iconic, heritage inspired line.

Lee's 'Reissue' collection, featured exact replicas of Lee's first work jeans for women. It was essential that the creative direction reinforced the authenticity of the products, reflecting a special time
in Lee's history. Working closely with the product team,
we dug into the archives studying old ads to replicate styling, hair, make up, typography and design elements from the 1940's and 50's. The look book was used to help sell-in the line to high-end department stores.
​