STRATEGIC BRAND PARTNERSHIP
LUCY FOLK X LIDO
THE COLLABORATION
As a resort focussed brand specialising in apparel, fine jewellery and accessories, it was a natural extension for the client explore a collaboration that fulfilled their ethos of living a life charged by the sun.
Driven by a desire to provide their loyal customer with the perfect summer capsule, the client wanted to build on their beautifully curated resort-wear offering by designing a range of swimwear that reflected the artisanal craftsmanship of their brand.
Rather than going down the route of designing their own collection from scratch, they wanted to work with experts. Work with a brand that could honour the shape of a woman’s body, use premium Italian fabrications and was open to exploring a true collaboration of creative minds coming together.
THE
TIMELINE
The collaboration spanned a 12 month planning period starting from outreach, ideation, design, sampling, production, delivery and marketing. As the project lead I was involved in every step of the process alongside the two creative directors managing international communications, development meetings, contractual partnership agreements and finally the development of the campaign creative and launch plans. The final collection delivered 3x exclusive styles in 3 colour ways.
Amy worked closely with both Creative Directors to develop a concept for the campaign creative that was built around the unique location that the brand partner named their eponymous label after, Lido di Venezia in Northern Italy.
The styling was refined with jewellery only to showcase the beauty of the minimalist lines of the swimwear and highlight the subtle and unique embellishment.
To celebrate the launch in Australia, Amy developed a concept to turn their Bondi, Sydney store into a swimwear pop up for December which would reflect the spirit of the Italian summer. The store was draped in brightly coloured cotton sarongs, customers were served campari and sodas and offered cichetti of Parmigiano-Reggiano. The launch party invited 30 of Lucy Folk’s closest friends and family on the first day of summer to enjoy in the festivities.
THE LAUNCH
The campaign launch was coupled with a strategic gifting campaign that involved six Australian and International talents self-shooting themselves in the swimwear and providing an interview with the brand that would detail their relationship with the healing properties of the ocean.