Project: Carrie Hayes Collection
The Carrie Hayes Collection is a luxury womenswear line focused on special event dressing. It's hallmarks are a minimalist aesthetic and clean architectural lines. The goal of this project was to build custom prints and hand-sculpted lines into an intellectually focused fashion brand.
I wanted to bring a clean, edgy appeal to the logo design. I used hand-sculpted typography and pale grey colouring to bring a quiet singularity to the brand. For packaging, I had the logo manufactured as an oversized woven label to denote a feeling of quality.
The collection is inspired by nature and uses my photography printed on silk fabric as the basis for it's most editorial styles. Each dress is designed to be a standalone statement, but one that fits in to the larger story of the collection.
Because of the sculptural nature of the clothes, I kept the styling and backdrops of shoots as simple as possible. Shoe choices were an important part of ensuring an immersive world. In some cases I had custom accessories fabricated to match the feel of the collection where commercial options would prove to be too distracting. Models with clean, androgynous faces were the go-to choice for representing the clothes.
I designed the catalogues to focus on the the story of craftsmanship behind the clothes. Purchases were typically seen as an investment in an art piece, so the provenance of the clothing was an important factor in each sale. Pricing, size and other details were left out since price was not a key deciding factor and many of the items would go on to be custom tailored for the client. This left the way open for me to focus on text and imagery, in the simplest possible terms without other distraction.