Mailchimp debuted a capsule collection and pop-up shop at New York Fashion Week in partnership with Black in Fashion Council (BIFC). The limited-edition capsule collection showcased five fashion designers: Izayla, Kwame Adusei, Muehlederm, Ndigo Studio, and Sammy B.
The capsule collection designers were selected by Mailchimp in collaboration with BIFC based on their fun and creative designs, versatility, and parallels to Mailchimp’s core identity rooted in passion, experimentation, and creating work with soul. The collection was a new and creative way to bring growing designers to the forefront of an industry traditionally lacking in diversity and inclusivity.
I collaborated with two other Mailchimp brand designers to first develop our branding and then apply it to our suite of assets. We wanted our design system to feel complimentary to the pieces created by the fashion designers, but still true to Mailchimp. We utilized a repeating arch motif and cheerful color palette to unify our assets from the activation design to the social assets.
The collection was promoted with a multi-channel campaign including email, web, display ads, PR, and both paid and organic social leading up to, during, and after the event. The activation space was designed and produced in-house at Mailchimp by our creative team. It housed limited-edition merchandise by the 5 designers as well as a photo experience illustrated by Monica Ahanonu.
We continued promoting the event in real-time on social. My fellow designers and I worked alongside our social media strategists and photographers on the ground at NYFW, sharing daily recaps across all our channels for the duration of the event.
Additionally, we created assets for a display campaign that first ran as teaser pre-launch and later during the event. We utilized our arch motif and direct language to drive people to our landing page and ultimately the event itself.
Creative Team:
Trey Wadsworth, Creative Director
Anna Ladson, Senior Designer
Carl-Hampus Vallin, Senior Designer
Zemoria Mathis, Designer
Albrica Tierra, Photographer
Agency: Clear Sky Collective