Indianapolis-based creative agency, Young & Laramore, partnered with The Danes New York and The Cannon Media Group to modernize the high-end boutique fashion label, which has been a staple on Bergdorf’s fourth floor for the past two decades, through a rebrand aiming to expand awareness in the fashion community. Y&L’s campaign takes from Robert Danes’ design signature of cutting on the bias and designing the duality of structure and flow, which became the core concept for the identity and branding. The campaign is digital-first, spanning digital, social and video, with Instagram @thedanesnyc at the heart of the social strategy. Written in the first person, the handle is used as a canvas for Robert’s inspiration, aesthetic and collection.
Y&L also reimagined the traditional fashion lookbook as a digital, dynamic piece with video embedded. This lookbook is the center of the new website that houses the collection, inspiration, and press for the brand and is designed with parallax scrolling to bring the bias to life in a unique way.
“This branding assignment allowed us a devotion to detail that we don’t often get with larger brands,” notes Carolyn Hadlock, Executive Creative Director. “We worked hard to capture the romance and the discipline that Robert puts into his pieces. Working with a client who is a creative and in collaboration with Cannon has been a dream for our team. We can’t wait to see where the brand goes from here.” The Y&L creative team included Zac Neulieb, Jane Brannen and Sara Frucci, in addition to Hadlock.
Y&L partnered with stylist Cannon from Cannon Media Group who worked as a creative consultant throughout the process, spearheading production including choosing the model, photographer, videographer and editor. Y&L worked with the editor to create the trailers and the video series as well as securing the music rights from LA musician philo. The Danes’ new collection, Exuberant Beginnings, soft launched simultaneously with the rebrand during Cannes, and will be available in the Fall.