CARA MILA

I was tasked with repositioning a successful UK fur brand into a direct-to-consumer contemporary fashion brand, that only uses earth friendly fabrics, and plants 100 trees for every product sold.

First, I redefined the product assortment to be a see-now, wear-now ready-to-wear collection available at an affordable contemporary price point. I focused on attracting a customer who wants to move away from fast fashion to a more ethical alternative, priced below a luxury product. Next, I created a clean, modern, and accessible brand language with an emphasis on video across all touch points.