Advertorial  Case  Study  :::  Lyla Renai

Sportswear + Fashion

Challenge:  Help launch a new brand that crosses sportswear with fashion.

Lyla is a fashion designer; her husband is an architect. Their architectural firm designs and builds golf resorts. They both have a passion for golf.

Lyla could not find a line of upscale women’s golfwear that looked feminine, pretty and stylish. So she decided to create her own line of golfwear for women. She asked for my help, and I stepped in as Creative Director for her line.

I introduced her to a French designer who agreed to make the patterns and samples for her --- about 8 different styles. The idea was a line of very fashionable golfwear. A woman could wear the garment on the golfcourse and then, by simply changing her shoes and adding some accessories, she could wear the same outfit to dine at the clubhouse, and still look fabulous.

I also produced a fashion show in Los Angeles for a small launch, and I produced an editorial photoshoot for promotional and marketing purposes. The editorial photoshoot showcased the outfits in the context of the lifestyle of Lyla Renai's target customers.

What was unique about this project:  

We didn’t start out with a finished product to promote; I was brought in from the point of conception. Though the project involved a lot of work and many trials, I found it joyful to work on something fresh and new and free of cynicism. And I loved being able to help shape the dream and the vision from start to finish.

Tasks — Photoshoot:

  • •   location scouting
  • •   photographer hiring
  • •   model casting
  • •   makeup & hair
  • •   model styling
  • •   craft service arrangement
  • •   transportation arrangement
  • •   art direction
  • •   photoshoot staging and direction
  • •   photo selection and editing
  • •   advertorial layout design

Tasks — Launch event:

  • •   location scouting
  • •   photographer hiring
  • •   model casting
  • •   makeup & hair
  • •   model styling
  • •   champagne brunch arrangement
  • •   cleanup crew arrangement
  • •   art direction
  • •   photoshoot staging and direction
  • •   photo selection and editing
  • •   invitation and logo design