Margaux Le Pierrès

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Book Design — Kaelen

    Created at Paradise

Kaelen is a NYC based women’s clothing line created by Kaelen Haworth. The Kaelen collections explore the dichotomies of masculine and feminine, classic and contemporary with an emphasis on subtle detail and textile.

Kaelen needed a small print and digital brand book to send to potential retailers. The brand additionally needed a larger, more buttoned-up brand book that would act as her final submission to the CFDA {Council of Fashion Designers of America}.

The first booked tapped into Kaelen’s more cheeky, fun brand voice. It was small and pink, with layouts that emphasized the textiles and details in each garment. At the heart of the book, we contrasted the clean spreads with collage style pages printed on pink paper. This section was used introduced the Kaelen story, weaving together images of her inspiration, travels and process.

We created a bold and simple user interface to house the lookbook online, playing with arrow cursors and large page updating page numbers.

The goal for the second lookbook was to create a beautiful object that felt sturdy, timeless and quintessentially Kaelen — so our emphasis was on the book cover and case. We needed something equally feminine and masculine, subtle and bold. The cover became timeless: no branding, grey linen and an inset macro photograph. In contrast, we created a more contemporary, and heavy transparent plexi-glass sleeve, with the etched Kaelen logo.

Photo credit: Paradise