DRESSING UP FOR THE RAIN
Art Direction, Communication Strategy & Visual Brand Identity
Dressing up for the rain
‘Dressing up for the rain’ is a concept proposal for a launch campaign for The Raindress, a product design by Amsterdam-based womenswear label BYBROWN.
By looking your best, every occasion can be one to look forward to, even when it rains. ‘Dressing up for the rain’ introduces The Raindress and shows step by step how to put it on, how it is worn and how to fold it back.
The brand;
BYBROWN
BYBROWN is an Amsterdam based womenswear label. BYBROWN designs for the modern, independent and design-minded woman. The designs are sophisticated, with the aim to be timeless, and become true investment pieces in a woman’s wardrobe.
BYBROWN believes that with the perfect occasional wear, any occasion can be one to look forward to. With smart, tailored designs, the brand strives to let women look their best on any occasion, even when it rains.
“ I see the launch of the Raindress as a catalyst for the identity of BYBROWN.
We’re heading in a very exciting new direction ”.
Melanie Brown, founder and designer of BYBROWN.
The Raindress is specifically engineered for urban cycling. With its unusual cuts and smart tailored lines, the Raindress combines high fashion aesthetics and innovative functionality. Letting you move around with ease and class through the rain.
The Raindress is a unique and timeless fashion item and a true asset to every woman’s wardrobe. With its compact, stow-away function, the Raindress transforms from the perfect package to a fully functional dress that will have you looking forward to rainy days.
The Raindress
the product
How To Fold
video instructions
Folding Instructions
When BYBROWN received feedback that some customers found it challenging to return The Raindress to its handy pouch, we developed clear instructions to assist the proud new owners and the curious owners-to-be.
Dressing up for the rain
video campaign
By looking your best, every occasion can be one to look forward to, even when it rains. ‘Dressing up for the rain’ introduces The Raindress and shows step by step how to put it on, how it is worn and how to fold it back.
Dressing up for the rain
BYBROWN
brand book
BYBROWN
creative strategy manual
Credits
concept proposal, branding, art direction, script&styling :
Nikè Zuilhof & Maartje Roozeboom
photography:
Amel Herzi / Heaup
video makers:
Dax Thuijs & Timothy Andrew
editing:
Dax Thuijs
mua:
Fleur Rubingh & Kimberly Janmahomed
actors
Anna Demi Prosero / Emilie Bouwman / Anouk ter Veen
many thanks to:
Melanie Brown (BYBROWN), Emilie Bouwman (Favourite, PR, Events & Models), Marrie de Priester, Milou Broeders, Maaike van Endhoven (Stylist), Studio 13.