Lesson 1.02: Case Study: INTARSIA Look Book

If you're keeping up with MELT's tweets, then you know we've been hard at work at creating a new, vastly improved look book for our new client, INTARSIA.  We've taken a classic line like INTARSIA and infused it with creativity and imagination to produce a charming ad campaign and look book. 

While the pieces are the same, the look books have stark differences in presentation.  The new look book tells a story by putting context to each garment.  Usage of the color treated photos enhance the story-telling mood.  

The model in the new look book, Lena, not only displays how a garment fits, but also shows emotion and connection to the designer's aesthetic.  Lena maintains a playful disposition and makes use of the props in the photo shoot to tell the brand's story. By styling the hair up and using minimal styling, the focus of each photograph of the INTARSIA collection is revitalized.

The major difference between the former INTARSIA look book and the rejuvenated version is based on styling.  Everything from the lighting to the model's makeup was selected to align in accordance with the brand's image.   What used to be a simple look book has become an interactive look book that tells a story line while showing the inspiration behind the collection.

Lesson 1.01: The Lookbook

As the fashion industry has grown fiercely competitive, it is important for designers to distinguish themselves in every possible way.  Look books have evolved as an essential tool for brands to sell their identity and aesthetic.  Take Miss Unkon, as seen below; every editor, buyer and stylist is left enamored after viewing images from the "Love is like a Dreamland" look book because it depicts the designer's inspiration through a visual story line that is as romantic as the collection itself.

A look book is a marriage of inspiration and information.  The initial duty of a look book is to catch the eye of an editor, buyer, or stylist by allowing him or her to experience the collection without actually seeing it in person.  The designer's creativity must flow from the images within and connect to the viewer.  An effective look book engages its audience in a sensory experience: showing the way a collection feels, presenting its color palette, and stirring emotion; thus, becoming a tangible representation of a collection that might not be tangible at the moment of viewing.

A look book also serves as a refresher; a reference for an editor, buyer or stylist who has seen a collection prior and needs to revisit it again through images.  Thus, any and all vital information about each garment that a fashion industry insider requires must be present in the look book.  Bear in mind that all contact information contained in a look book must be respective to the geographic region in which it is being distributed.

A solid look book has the potential to catapult a designer from obscurity to notoriety.  The primary challenge in the long-run is to maintain progressive creativity in each and every look book.  Over the span of a designer's history, look books should build upon one another to mold and develop a brand's identity.  Note: if that identity is strong and developed, devising a concept for the shoot will be effortless and executable even on the smallest of budgets.

Melt is in the midst of creating a look book that does all of the above for a new client.  Stay tuned to see behind the scenes look on how we put the entire process together to make an impact with the final product.

Paula Herbert Goes Live

Earlier this week, one of Paula Herbert's designs graced the screen on none other than E! News co-host, Catt Sadler.  It takes a bold woman to wear the structured shoulder, and Catt pulled it off flawlessly.

The Spring/Summer 2011 collection is inspired by the career-driven, jet setting woman.  Paula Herbert's cocktail dresses are the hidden gem of this collection.  With its fluid lines and sharp features, each Paula Herbert cocktail dress takes center stage.  Sometimes, simplicity wins over temperamental trends.

Refinery 29 Shows Some Love for Miss Unkon

Miss Unkon's recent feature on Refinery29.com earlier this week was a dream come true, but by no means a stroke of luck.

With a look book that contains imagery as dreamy and romantic as the lullaby pinks, soft silvers, and fresh floral prints that make up the collection, designer and founder Courtney Meyer most certainly earned her 1,000 characters or less on one of the leading fashion blogs on the Internet.

The 20-something pictures included in the Refinery29 blog post are straight from the undeniably solid Spring/Summer 2011 campaign and tell a story about young love that the US market can begin reading come March 2011 at select retailers across the US.

The semi-fictional Miss Unkon isn't all about romance, however; she clearly has a strong image that has retailers, stylists, and editors falling head over heels.

Peep Toe Shoes Joins Melt Management

It is our pleasure to report that Australian footwear label Peep Toe Shoes is officially part of the Melt stable of brands. After four years of supplying the other side of the world with stunning yet comfortable footwear, Peep Toe Shoes is introducing the brand to a very eager American market.

The brand is, as creator and designer Nikki Hager puts it, "synonymous with stiletto" and produces styles that embody luxury and glamour.

Style icons Kourtney and Khloe Kardashian are already fans of Peep Toe, having been spotted walking out of the flagship store in Sydney, Australia, with shopping bags filled with stilettos bearing the brand's signature purple sole.  Singer and former host of Bravo's "The Fashion Show" Kelly Rowland has also been seen wearing her very own pairs of Peep Toe Shoes.

Visit the PeepToeShoes.com.au to get better acquainted with Melt's newest addition.