CROWN VINTAGE S/S '25 — ARÓN JACO ATELIER

CROWN VINTAGE S/S 25

CLIENT / BRAND:

SEASON:

Crown Vintage

S/S ‘25

Creative Direction

Color & Material Design

Footwear Design

PROJECT TYPE:

Create a versatile collection of footwear that transitions seamlessly from urban daily activities to outdoor adventures, all while remaining affordable and stylish. Meet the brand’s consumer needs and develop products that resonate with the current customer and expand the business into new categories.

BRIEF:

Creative direction for the S/S season /// Participate in sketch reviews, proto reviews, and sample corrections /// Assist in material and color design across the product range from proto samples production to confirmation /// Conduct trend research that aligns with the customer’s preferences and lifestyle /// Establish key seasonal and foundational color palettes

MY ROLE:

CONSUMER PROFILE

The Everyday Adventurer

The CROWN VINTAGE customer is a functional purchase driven consumer who desires product that is durable, comfortable, and meets him at an affordable price point. This consumer wants to look and feel good in what he wears but isn’t necessarily chasing trends or the hottest new item. He prefers things that “look nice” and “feel nice”, therefore craftsmanship and attention to artisanal details are important.

This consumer is definitely a hobbyist who enjoys trying new things.
He enjoys balancing his lifestyle with outdoor activities (camping, cycling, fishing) with indoor interest (playing instruments, leather working, diy projects)
His footwear consist mostly of brands like: Thursday Boots, Olukai, Sperry, Red Wing, Eddie Bauer

Product Needs- reliable, affordable footwear. comfort and stylish product.
Measures of Success- makes him feel good, fits into his lifestyle = Getting outdoors and doing activities that provide enjoyment and peace of mind.
What do they gain from shopping at Crown Vintage?
Casual affordable footwear that matches his different lifestyle activities

CREATIVE DIRECTION & TREND

“COAST TO COAST”

“coast to coast” is the theme for this S/S season. We drew inspiration from the diversity of the American coasts and the bodies of water between them. We understand that our consumer isn’t region specific and that his experiences can be different wether on the north western coast or the southern east but his needs remain the same. We were inspired by “lake life” and the consumer’s adventurous spirit as well as the western and gulf coast cultures and their more “laid back” and carefree aesthetic.

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