During my first six months at Coach, I was tasked with an apprentice project that was to relate to the team I was on. As a result, I decided to create a Lifestyle capsule through a partnership with a designer. I have long been an admirer of Tim Burton’s work, and was inspired to create a Halloween collection for Fall 2020. This collection would feature a family of products, including bag charms, bags and a number of higher-end specialty goods. The project would encompass research, concept development, print development and product design.
These products target women between the ages of 25-35 who are looking for unique pieces to add to their wardrobe. These customers would be familiar with Tim Burton’s work, and Coach’s previous dark disney capsule. This collection is about tapping into people’s darker senses of humor, and recognizing that everybody likes a good scare. In Burton’s own words- “One person’s madness is another person’s reality”.
I used my mood board and scenes from the movie to find products that I felt would be most fitting with the kind of aesthetic I was aiming for. Inspiration came from competing and higher-end brands such as Chanel, Louis Vuitton and Fendi.
I put all my ideas down on paper. This was the best way for me to narrow down which product ideas I wanted to pursue, and important details I wanted to include.
I drew inspiration from my mood board and product inspiration to form a color palette. I made sure to include shades of purple, red and blue that are seen most commonly in The Nightmare Before Christmas. I also used these images to extract patterns and motifs that I then used to make my own prints. I wanted these prints to look Coach-esque, so I added branding elements and brand appropriate materials.
My product line consisted of families of handbags and SLGs, bag charms, ready to wear, and lifestyle specialty goods. I made sure to feature each of my prints, and to come up with interesting lifestyle goods that Coach had not worked with before.
