Marcellus Neel // Amazon Fashion Private Brand // Women

AMAZON FASHION // WOMENS PRIVATE BRAND

Creative Director

Branding
Creative Direction
Photo Art Direction

Identity
Art Direction
Design

Pioneering a quick-development model now followed by DTC start-ups and brand management groups, Amazon Fashion launched 43 lines in the program's debut year (since updated and supplemented). That "Amazon speed" development required a team and production plan built to launch distinct, demographic-focused apparel brands. Coordinated, art directed, designed and approved naming, brand story and background, identities, labels, hangtags, on-product marketing, packaging, style guides, select stills and on-figure photography, and digital on-site launch suites.

Pioneering a quick-development model now followed by DTCs and brand management groups, Amazon Fashion launched 43 brands in the program's debut year (since updated and supplemented). That "Amazon speed" development required a team and production plan built to launch distinct, demographic-focused apparel brands. Coordinated, art directed, designed and approved naming, brand story and background, identities, labels, hangtags, on-product marketing, packaging, style guides, select stills and on-figure photography, and digital on-site launch suites.

Photography
Nicholas Maggio, Sharif Hamza, Kevin Sinclair

Photo Art Direction
Karen Hibbert, Naz Afshar

Styling
Claire Jameson, Nicolas Eftaxias

Design
Marla Bonner, Eric Liu, Paola Delucca, Soyoon Kim, Mckayla Falecki, Ian Fredrick, Glin Marten, Dave Taylor, Gabe Goldman, Kevin Cox, Sean Bucknam, Marlow Mercer

Copywriting
Alison Holm, Lisa Hom, Francesca Castagnoli

CORE 10

Inclusive casual performance, blending fresh details with soft, stretch fabrics. The result: active fashion that's love at first fit.

CORE 10 X REEBOK
The first capsule collaboration from an Amazon Fashion Private Brand.

WILD MEADOW

Fashion- and culture-forward, Wild Meadow is optimistic and feminine while modern and on-trend; celebrated in the contrast of a textured watercolor background against the boldness of direct lighting, finished with of-the-moment glitch wave typography and DIY layouts. Promoted through social media.

PARIS SUNDAY
Designed for the style-obsessed, Paris Sunday delivers versatile looks from workday-ready outfits to chic dinner ensembles. We love to experiment, so you won't find the same pieces season after season, bringing you fresh fashion finds that can mix with closet favorities,

Pandemic Shoot
Not knowing how long stay-at-home orders would last, the initial shoot—a multi-day location shoot with a diverse cast—was scrapped and replanned at the residence of photographer Nicholas Maggio and stylist Rima Vaidila (who also modeled).

PARIS SUNDAY

On trend, yet clean and minimal, the brand's marketing provided optimism to make an otherwise cool aesthetic approachable.

ADDITIONAL MARKETING

Identities, tags, jacron, screens

PARIS SUNDAY
Designed for the style-obsessed, Paris Sunday delivers versatile looks from workday-ready outfits to chic dinner ensembles. We love to experiment, so you won't find the same pieces season after season, bringing you fresh fashion finds that can mix with closet favorities,