Pehchaan’s Summer 2025 Collection
❋ Designing the Collection The vision behind this collection was to capture the magic and bright hues of summer. The process involved selecting fabrics and colours that aligned with the inspiration, and partnering with vendors for stitching and embroidery of the logo.
❋ Campaign DirectionThe campaign for this collection featured two creatives with a short film to accompany the “Bridal Runaway” creative.
❋ Retail ExperienceTo tie the collection together, I merchandised and steered sales operations at a one day pop-up event in downtown Vancouver. I also designed limited edition postcards to compliment the client experience and product offering.
❋ Key Skills and Tools UsedCreative direction, art direction, marketing, sales, design work in Canva, project management
The inspiration for this collection drew on the rich warm hues of summer in South Asia. Bold colours, geometric motifs and elaborate jewellery were key design elements that I wanted to convey in the final product
An homage to the sequence often seen in the dressed pictured on the left can be seen in the geometric design patterns of the selected fabrics.
Bridal Runway
The Bridal Runaway creative was meant to capture the importance of community through adversity, a key message of the brand. The short-film further represents these themes in a 60 second video format
Retail Experience
The signature retail event for this collection was a pop-up market in collaboration with local vendors in Vancouver hosted by Leo’s Clothing supply
To create an elevated customer experience I designed custom postcards that featured pictures from the creatives and of Pakistan. These postcards featured small blurbs at the back explaining the significance of the photo
This signature retail event saw the most success to date with a 61.67% higher sales performance
Key Skills Used
Project Management
Art direction
Creative direction
Styling
Merchandising
Marketing
Customer service & sales