The Rachel Roy woman is the classic definition of a super woman. She can do it all, balancing a successful career, home and social life. Always on the go, she dresses for success. She has an elevated taste level and she not only appreciates, but requires quality material and expert tailoring.
Rachel Roy is more than a brand. Rachel is a lifestyle, with Rachel the woman being the embodiment of her brand. She is as a taste maker and women trust her opinion.
With these key pieces of knowledge, we created the Dress Salon which visually depicts Rachel herself in her dress atelier. She is personally tailoring and approving each design and giving the “Rachel Roy” quality stamp of approval.
Creative Direction: Mark Kucharski, Art Direction & Design: Kristy Furgiuele, Stylist: Julia von Boehm Photography: Torkel
The sister brand to Rachel Roy is Rachel Rachel Roy which is the diffusion line sold exclusively at Macy’s. With drastically different price points and targets the marketing had to feel drastically different.
The Rachel Rachel Roy girl is a free spirit. She runs with a cool crowd and has her finger on the pulse of pop culture. She is naturally beautiful and understands that perfection does not equal beauty. She embraces her own quirks. She lives a Beautiful. Imperfect. Life.
Here she travels to SXSW and embraces summer festival fashion.
Art Direction & Photography: Kristy Furgiuele
Top fashion blogger, Man Repeller (Leandra Medine) had just gotten married. Working alongside the Rag & Bone marketing team we created this online editorial, where she styled her new husband, just before the holiday shopping months. Designed to look like an editorial in GQ, the piece was tip-oriented and offerd the Man Repeller’s advice on styling your man.
Art Direction & Design: Kristy Furgiuele
A selling tool for the DKNY Jeans team that is used in stores on signage and iPads which clearly differentiates the fit of each jean.
Art Direction: Kristy Furgiuele, Photography: Eli Schmidt
For a collaboration with Seu Jorge, Rachel Rachel Roy goes to Brazil... without actually going to Brazil.
Harnessing the energy of a Brazilian carnival we combined poppy colored light, with tropical plants to create the sense of a hot and steamy Brazilian night.
Art Direction & Logo Design: Kristy Furgiuele, Photography: Robert Bomgardner
Rachel the woman is more than the face of the brand, she is a taste maker. This was communicated primarily through on-line creative content. RachelRoy.com was treated as an on-line magazine, with monthly editorials that were filled with tips and advice from Rachel herself.
Creative Direction: Richard Gleason, Art Direction & Design: Kristy Furgiuele
The Problem: How to get customers to interact with the Rachel Rachel Roy brand online.
The Solution: The Rachel Rachel Roy Graphic Gee Bar. A microsite where customers could upload a graphic tee message of their choice. Customers were then able to vote on the best messages, and at the end of the contest the winning slogan got produced. The site was interactive and engaged customers in the creative process.
Art Direction: Kristy Furgiuele
These Rachel Rachel Roy girls spend a lazy weekend in Brooklyn being effortlessly chic.
Art Direction: Kristy Furgiuele, Photography: Anna Wolf
As Ann Taylor Loft’s art director of e-commerce photography, I played a key role in translating Lipmann's brand vision of the girlfriend fun-loving everyday glamour aesthetic into all ecommerce photography.
Creative Director: Camila Hori, Art Director: Kristy Furgiuele
Art Direction: Kristy Furgiuele, Fashion Direction: Peter Speliopoulos, Styling: Nicoletta Santoro, Photography: Eli Schmidt, Set Styling & Props: Dave Caddo