Kaelen is a NYC based women’s clothing line created by Kaelen Haworth, selected as 1 of 10 designers of CFDA’S {FASHION INCUBATOR} Class 3.0 The Kaelen collections explore the dichotomies of masculine and feminine, classic and contemporary with an emphasis on subtle detail and textile. Paradise was first engaged to create a print and digital brand book for Kaelen, to send to potential retailers. We were then engaged to adapt this brand book to a larger, more buttoned-up book that would act as her final CFDA submission.

We created a small pink brand book that tapped into Kaelen’s more cheeky, fun brand voice. Layouts were clean, juxtaposing themes of each collection and emphasizing textile and garment details. At the heart of the book, we contrasted the clean spreads with collage style pages printed on pink paper. This section was used introduced the Kaelen story, weaving together images of her inspiration, travels and process.

We created a bold and simple user interface to house the lookbook online, playing with arrow cursors and large page updating page numbers.  

The goal for the second lookbook was to create a beautiful object that felt sturdy, timeless and quintessentially Kaelen — so our emphasis was on the book cover and case. We needed something equally feminine and masculine, subtle and bold.  The cover became timeless: no branding, grey linen and an inset macro photograph. In contrast, we created a more contemporary, and heavy transparent plexi-glass sleeve, with the etched Kaelen logo.