An edgy, irreverent, bold, and colorful communication rebrand developed by Sagmeister & Walsh for Milly.
New York City based design firm Sagmeister & Walsh was commissioned to work on a communication rebrand for MILLY, a fashion brand established by Michelle Smith. Milly originally gained recognition for its vintage inspired styles combining American silhouettes with a touch of French atelier attitude. In recent years, the style of Michelle Smith’s high-end custom fabrics has shifted towards a more bold and edgier look. Sagmeister & Walsh’s creative team worked closely with Milly to develop a visual language that reflects the evolution of the brand.
They combined the existing monogram with a changing logotype in order to express different attitudes and themes. In addition, they produced a colorful campaign consisting of over 400 images and animations. A few examples can be found below. For more of Sagmeister & Walsh’s creative projects, feel free and visit their website. Full credits of the Milly rebranding campaign can be found at the end of the article. An influencer program will be rolled out in 2017. So do not hesitate and follow @milly on Instagram for the full campaign.
Creative & Art Direction: Jessica Walsh, Stefan Sagmeister
Design: Jessica Walsh, Angela Iannarelli, Aron Filkey,
Matteo Giuseppe Pani, Daniel Forero, Nick Fogarty
Photography: Henry Hargreaves, Aron Filkey
Make up: Anastasia Durasova
Production: Group Theory, Molly Brunk
3D & Post Production: Brad Pickard, Pierre Bourjo
3D Animation: Esteban Dianco
Art Direction: Sam Uisenco, Brittany Reilly
Retouching: Lutz & Schmidt, Daniel Plateado