VALENTINES 23
Fall hard this Valentine’s with Lounge’s latest collection—designed to captivate at first glance. This drop was all about bold expression and high-impact visuals, crafted to engage both the female and male gaze. Whether it was a gift for yourself or for someone else, the creative direction aimed to broaden our reach and resonate with a wider audience this season.
The campaign focused on striking a balance between intimacy and drama—using elevated styling, seductive tones, and confident silhouettes to spark emotional connection and desire. Every touchpoint, from product visuals to social content, was designed to create a lasting impression and make Valentine’s feel unapologetically powerful.
FEB 23 Chateau de Villette, Paris
Branding; Bethany Mulchinock | Video Editing; Mia Ruddy & Bethany Mulchinock
For the branding, I created a bold yet refined logo lock-up that captured the drama and elegance of the collection. I worked with Lounge’s primary typefaces, but refined the weight—thinning them out to create a more delicate, sophisticated silhouette that echoed the collection’s elevated tone. To bring an added layer of femininity and movement, I emphasised “The” using a dramatic cursive type treatment—designed to reflect the graceful curves of both the garments and the women featured in the campaign imagery.
This typographic approach brought contrast, elegance, and a sense of high-fashion, intimacy to the branding—perfectly aligning with the Valentine’s narrative and the powerful aesthetic of the collection.
