Desk to Diner: REDEFINED
The Eva Mendes Collection was created to fill a critical white space in the market: versatile pieces that transition effortlessly from desk to dinner while offering a touch of Hollywood glamour. Eva Mendes was brought in to authentically connect with a more diverse audience, blending her timeless elegance with an approachable design sensibility. Positioned as a true collaboration between Eva and New York & Company, the line seamlessly marries the sophistication of a designer label with the accessibility and practicality women seek in their everyday wardrobes.
IMPACT:
The Eva Mendes Collection along with its creative redefined New York & Company’s identity by positioning the brand as a destination for versatile elegance with Hollywood allure. With creative focus with a design lens and with the brand’s established accessibility, the collection resonates with a diverse audience, elevating New York & Company’s relevance.
LOOK:
The photography strikes a balance between cinematic sophistication and relatable elegance. Shot in design studio environments and intimate settings, the imagery reflects the collection’s versatility while infusing a sense of aspirational charm. Dynamic compositions and warm, glowing tones create a visual story that captures Eva’s signature style. Styling highlights the collection’s unique blend of practicality and sophistication. Looks transition seamlessly from tailored workwear to elegant evening ensembles, demonstrating how each piece fits into a woman’s busy, multifaceted life. Rich fabrics, bold patterns, and timeless silhouettes are elevated with Eva’s distinct touch of glamour
TONE:
The voice is that of Eva herself: chic, confident, and aspirational yet warm and relatable. It invites women to embrace their individuality and see themselves as glamorous in their everyday lives. The language bridges editorial sophistication with approachable messaging, encouraging women to live boldly and stylishly.
FEEL:
The design incorporates clean, modern typography accented by refined, feminine details that reflect the duality of the collection: structured yet fluid, timeless yet bold. The aesthetic creates a cohesive experience across all touchpoints, from campaign materials to in-store displays.
