LoveShackFancy: Capsule collections
LoveShackFancy, the global fashion, beauty, home, and lifestyle brand, teamed with SCADpro to bring a reimagined perspective to the brand's vintage and bespoke collections. Wanting a curated go-to-market strategy, the iconic brand prompted students to envision two product offerings: an archival collection of vintage pieces and a bespoke collection of one-of-a-kind LoveShackFancy designs. SCADpro students and faculty worked on researching, conceptualizing, creating, and producing a ready-to-launch campaign within the 10-week project.
6
countries represented by SCAD students
20
individuals surveyed
1
ready-to-launch campaign created in 10 weeks
Project approach
Located in the heart of the South, SCAD was the perfect backdrop for the fashion brand to conceptualize a campaign to launch and promote its bespoke collections. In addition to primary and secondary research, SCADpro students conducted focus groups with young adults in the region and worked in teams to develop and film the go-to-market campaign. Students also traveled to LoveShackFancy's Charleston location to shoot a portion of their film.
"I'm beyond excited to share the most unbelievably inspiring project in partnership with a brilliant group of students from SCAD, one where we fostered creativity, young minds, and the next generation. Together with this incredibly talented student-led team, we developed a campaign to unveil an extensive vintage archival collection, Beck's Archive, and rolled out ReBloom, featuring one-of-a-kind LoveShackFancy bespoke pieces across select stores, as well as the magical beginning of a LoveShackFancy short film. I hope you love this special initiative as much as we do."
Rebecca Hessel Cohen | founder and creative director, LoveShackFancy
Project outcome
At the culmination of the quarter-long project, SCADpro students from eight disciplines delivered the Beck's Archive and ReBloom collection campaigns, which included a fashion film, photo shoot, personalized in-store items, and a customizable embroidery experience. Students also reimagined LoveShackFancy's digital presence through a new microsite and social media assets compiled with AR initiatives. Students incorporated the campaign's avant-garde aesthetic in their final presentation to Rebecca Hessel Cohen, LoveShackFancy's founder and creative director.
"The LoveShackFancy x SCADpro collaboration was transformative. It allowed me to work on a real-world project with students from diverse majors, expanding my skill set and challenging me to try new mediums. From film production to VR experiences, we created a multifaceted campaign to bring vintage and bespoke fashion to market. Working directly with Rebecca Hessel Cohen's team provided invaluable industry insights. This experience bridged the gap between the classroom and professional world, fostering both personal and professional growth."
Gabrielle "Elle" Jerge | B.F.A. jewelry
