Lafayette 148 is a New York-based, a global luxury fashion brand with a loyal customer base. But as the brand grew older so did its core consumer creating a negative stigma—a brand for my grandma, “not me.” The brand was in the process of a multi-year evolution to the couture and with the latest launch approaching, looked to Firstborn to create new brand positioning and online and an identity that would speak to the modern accomplished woman, without alienating their current customer.

‘Art at Work’ empowers the brand to communicate in an instantly recognizable voice that speaks directly to their current and target customers’ needs. We armed Lafayette 148 with a brand framework that would act as a distinct point of view on the world, their customers, and themselves.

The ‘Art at Work’ ethos empowers the brand to communicate in an instantly recognizable voice that speaks directly to their current

and aspirational targets’ needs. This positioning was rolled out across a myriad of brand touchpoints—reflected in the photography and copy used across social content, lookbooks and catalogs (produced in-house by L148) and a new Ecommerce platform design by Firstborn.

Art at Work acknowledges that while everyone wants to look good (the art piece), clothes aren’t meant to be gawked at or objectified, but worn and put to use. We brought this vision to life and used it to inform every aspect of the brand, from the structure of the business to the backbone of their communications. Our content introduces the brand’s clothes as designed to accommodate the versatile, fast-paced lifestyle she leads. It also creates a deeper emotional connection with current customers, reinforcing her perceptions of the brand and appreciation for the clothing’s fit, fabric and craftsmanship.