styleBureau was a new DTC e-commerce business initiative, the first of its kind at PVH. The concept was to create a modern, premier dress furnishings online destination offering a curated assortment of brands from one of the largest dress furnishings suppliers. PVH wanted to create a style resource to help dress you for all your life occasions. We wanted to present it in a editorial, modern, hip, quirky, playful, and unexpected way. As creative lead, I worked closely with the Assistant AD, Web and our producer on photographer, stylists, casting, creative direction, mood boards, location and props. We shot a mix of on-figure and stills to tell playful product driven stories, and delivered a fresh new twist on men’s dress furnishings. Post-shoot, I worked with the Senior Director and Assistant AD on selects, design development while I worked on retouching of all assets and direction.

The website successfully launched and was well received by all divisions including Calvin Klein. Unfortunately, it never saw it’s full potential due to lack of priority and marketing dollars to develop the business properly. The take-away-win was that It did garner such notable internal recognition for its art direction, and modern sensibility that our style guide became the reference when they rebranded VanHeusen.com, one of PVH’s biggest brands!

Role:
Creative Direction, Art Director

Key Contribution:
Creative direction, concept, set design, casting, pre- and post- production through to consumer facing.