Creating the Ideal “Weekender” Fashion Line

Challenge

Launching a DTC women’s line calls for a bold, confident brand that defies industry norms. Our client, with over 30 years of experience in high-end fashion, was ready to introduce her signature clothing line. Designed to elevate the modern woman's wardrobe with effortless essentials, this lifestyle line caters to the spontaneous traveler, ready for a weekend getaway at a moment’s notice.

In an industry steeped in unsustainable norms, our client was determined to reject fast fashion’s unsustainable practices and instead focused on producing quality garments designed to last. By producing annual collections rather than seasonal ones, the brand had to be both versatile and timeless rather than trend-driven.

Solution

Understanding that the clothing line is designed to be treasured, collected, and made to last, the brand needed a timeless and elegant name with a modern twist. Together, we selected the name Barteaux to honor the founder’s heritage and love of French sailing culture. The tagline, "Refined Classics," positions the line as versatile and high-quality.

Results

The result was a brand world designed like like an LA art film, featuring bold, iconic female figures that shape today’s modern woman. The aesthetic blends vintage vibes from the 60s and 90s with contemporary style, evoking a sense of adventure, spontaneity, and optimism. Cinematic scenes in the brand direction reference culturally significant locations and hidden global gems.