My role as lead designer was to realize the brand’s vision by translating its unique brand identity elements into compelling editorial content, dynamic site updates, and striking lookbook design in close collaboration with the in-house editorial team. The design direction focused on embracing a playful aesthetic, aiming to make high-end fashion accessible to anyone with a curious sense of style.
VRSNL is all about a two-way street; a dialogue with our audience who are the curators of their wardrobe, their world.
• VRSNL mission statement
VRSNL has a unique perspective, embracing open-mindedness and constantly seeking new ideas. It adapts on the go, relying on instinct and a sense of humor. Continuously evolving, it balances simplicity with a touch of fussiness, avoiding perfection in favor of creativity, entertainment, and daily inspiration. Its vision is to make the world more playful, and through this approach, it aims to integrate its philosophy into everyday fashion culture, redefining luxury fashion in a more open, playful way.
My design approach to the VRSNL branding was to add whimsical design elements without competing with the photography. Embracing the weird, such as random halftone patterns or pops of lorem ipsum mouse copy, while still keeping the layouts clean, streamlined, and highly elevated. I also established a consistent design language by making repeated use of certain design elements, such as surrealist scaling, textured backgrounds, and “breaking the board” in order to add depth, playfulness, interaction, and in some cases frame the product better against more elaborate photo backdrops.
At first, my biggest challenge as a designer was having to rely solely on product and vendor imagery for homepage and editorial updates. While this approach fulfilled content needs, it presented difficulties when it came to providing VRSNL with a distinct look-and-feel.
It quickly became clear that to elevate the brand, we needed a dedicated editorial team. By incorporating photography, styling, copywriting, and site merchandising, we crafted compelling storytelling that captured the brand’s distinct vision and approach to luxury fashion.
Once the team was in place, we collaborated closely to ensure that photography and design worked in harmony. Some projects required a more intensive design approach, while others benefited from a minimalist touch. During the initial brainstorming phase, I also recognized the need to expand the typography options slightly beyond the original brand guidelines to better reflect the brand’s essence.
From the initial concept stages to the final execution, I had the unique opportunity to explore fresh, creative design solutions while playing a defining role in establishing the VRSNL brand. The creative freedom extended beyond web design, allowing me to dive deeply into editorial production and visual storytelling. The result is a cohesive and compelling visual identity, one that I would proudly compare to anything being produced in high fashion.
Another incredibly fulfilling aspect of this project was the collaboration with the passionate and wildly creative editorial team. Their trust in my process gave me the space to grow, not only as a designer but also by participating in editorial production alongside leading the design efforts.
It’s rare to see production and design teams work so closely together in an editorial setting, but the synergy within our team led to a final product that was both beautiful and highly functional, showcasing our collective creativity in the most compelling way.
Amanda Egan
Photographer / Art Director / Editorial Producer
Janeth Lopez
Stylist / Editorial Producer
Kinesha Goldson
Art Director / Editorial Producer
Ally Schmaling
Photographer
Models provided by Wilhelmina and LA Models.
