ELIE TAHARI

FASHION BRAND

ELIE TAHARI: FALL IN SOHO

Challenge
Capture the quintessential spirit of New York City luxury for the Elie Tahari Fall collection. The objective was to produce a versatile library of high-end motion and still assets that felt authentic to the brand’s Soho roots while meeting the diverse formatting needs of in-store displays, web pages, digital ads, social posts and email campaigns.

Strategy
I conceptualized and directed the “Fall in Soho” campaign, utilizing the brand’s iconic Soho boutique as a strategic production hub.

  • On-Location Directing: Orchestrated a high-efficiency street shoot, navigating the unique architectural textures of Soho to create a cinematic backdrop for the Fall line. By utilizing the boutique for styling and art direction, I maintained a seamless, agile production flow that allowed for a high volume of location changes.

  • Cinematic Storytelling: Directed a suite of video assets specifically tailored for large-scale in-store digital displays. I oversaw the editorial process to ensure that short-form clips maintained a cohesive high-fashion narrative when translated to social media and website interfaces.

  • Urban Aesthetic: Curated a visual language that balanced the sophisticated tailoring of the collection with the raw, vibrant energy of downtown Manhattan, reinforcing the brand’s identity as a staple of New York luxury.

Result
Delivered a high-impact, multi-channel campaign that served as the visual cornerstone for the Fall season. The video assets provided a compelling “stopping power” in-store, while the digital suite drove strong engagement across the website and seasonal email deployments, successfully capturing the aspirational “Soho lifestyle” for the global customer.

ELIE TAHARI: EYEWEAR COLLECTION

Challenge
Launch a nationwide campaign for the Elie Tahari Eyewear collection, designed for high-visibility placement in third-party optical retailers. The goal was to create a series of arresting, high-fashion posters that would distinguish the brand within a crowded retail environment and drive immediate sell-through.

Strategy
I directed a high-precision studio shoot focused on luxury, clarity, and brand legibility.

  • Strategic Casting & Creative Direction: I hand-selected a model with striking features and crystal-clear eyes to serve as the anchor for the collection. To ensure a modern, simple, and elegant aesthetic, I directed a clean styling approach with pulled-back hair and natural makeup. This minimalist direction was intentional, ensuring zero visual distraction from the product.

  • Technical Precision: I prioritized macro-level clarity in every shot, ensuring that the Elie Tahari logo on the frames remained sharp and legible. This technical focus was critical for maintaining brand authority in a large-format poster medium.

  • Point-of-Sale Impact: Designed the visual hierarchy specifically for national optical stores. By focusing on tight, high-contrast crops and sophisticated lighting, I ensured the eyewear was the hero of the composition, making the frames instantly recognizable from across a retail floor.

Result
The campaign was an overwhelming commercial success. Retail partners reported that upon installing the posters, multiple frame styles sold out within the first week of the launch. The imagery proved so effective at driving conversion that it became a benchmark for the brand’s future third-party retail collaborations.

ELIE TAHARI: THE PARIS BLUE CAMPAIGN

Challenge
Celebrate and solidify Elie Tahari’s signature color—Paris Blue—as a cornerstone of the brand’s visual identity. The goal was to create an immersive, cross-category campaign that resonated with everyone from the casual shopper to top-tier VIPs, leveraging the Paris Blue brand architecture to drive emotional connection and seasonal sales.

Strategy
I directed a multi-sensory brand experience that extended far beyond traditional photography, bridging the gap between high-fashion apparel and luxury lifestyle products.

  • Atmospheric Creative Direction: Directed a high-concept photoshoot featuring a blue-tinted industrial set. By contrasting the vibrant Paris Blue collection against minimal cement textures and an architectural staircase, the team created a “dream-like” yet grounded aesthetic that highlighted the collection’s sophisticated silhouettes.

  • Luxury Product & Packaging Design: To elevate the VIP experience, I conceptualized and designed a custom brand extension centered around Elie’s favorite scent, Neroli L’Orange. I utilized a signature Paris Blue fabric pattern to design a branded frosted glass candle and custom luxury secondary packaging, creating a tactile, high-value gift for top-tier clientele.

  • Omnichannel Brand Collateral & Production Strategy: I oversaw the design and production of a comprehensive collateral suite, including the seasonal lookbook and limited-edition Paris Blue shopping bags and hang tags. To maximize operational efficiency, I simultaneously developed a foundational black and white luxury packaging system for year-round store use.

  • Technical Innovation: This evergreen suite featured high-end details including custom logo die-cuts and signature ribbon treatments on the shopping bags and hang tags.

  • Production Efficiency: By strategically consolidating the production of the seasonal campaign with the foundational brand assets, I achieved significant cost savings. This streamlined approach eliminated the need for separate production runs, ensuring brand consistency across all retail touchpoints while optimizing the marketing budget.”

  • Tiered Marketing Strategy: Developed a dual-path direct mail strategy, including a premium gift card experience for VIPs and a coordinated direct mailer for the broader customer base to ensure consistent brand messaging across all demographics.

Result
The campaign was a landmark success for the brand, resulting in high sell-through for the blue collection and a significant increase in customer engagement. The Paris Blue candle became a coveted brand artifact, successfully deepening the relationship with high-net-worth clients and proving the power of a unified, color-driven brand narrative.

ELIE TAHARI: E-COMMERCE STRATEGY

Challenge
Drive consistent customer engagement and conversion through high-frequency digital storytelling. The goal was to transform seasonal collections into compelling, “shoppable” narratives that felt editorial rather than just transactional.

Strategy
I acted as the lead visual storyteller, bridging the gap between raw collection designs and finalized multi-channel marketing assets.

  • Narrative Curation: I analyzed upcoming collections to identify key visual themes, grouping individual pieces into cohesive “stories” based on texture, trend, and color palette. This curation allowed for a more intentional and sophisticated marketing cadence.

  • Creative Direction & Styling: Directed dedicated studio shoots for each story, overseeing the outfitting and visual composition to ensure the brand’s “Modern Elegance” was consistent. I collaborated closely with copywriters to align the visual mood with the narrative voice of each campaign.

  • Key Editorial Stories:

    • A Little Lace: A focus on intricate textures and feminine silhouettes.

    • On the Fringe: Highlighting movement and tactile, modern details.

    • Naturally Chic: An exploration of a tonal, organic palette featuring nude and beige essentials.

Result
These curated stories became the backbone of the brand’s email marketing and social strategy, resulting in a measurable lift in open rates and click-through conversion. By presenting the collection through an editorial lens, we increased the average cart size as customers were inspired to purchase full, curated looks rather than individual items.

A LITTLE LACE

ON THE FRINGE

NATURALLY CHIC