The Keds, FIT and Lord & Taylor collaboration
Keds and Lord & Taylor teamed up on a interesting collaboration. Offer students from Pratt and F.I.T. a chance to develop a line for their How Do You Do? Keds campaign. Then, have fans, friends and family vote on Facebook to select the winning collection that will be produced by Keds and sold at Lord & Taylor.
The winning team came from FIT, and I had a chance to meet Lisa Bellisimo, Monica Yang, Letisha Marsh and Svetlana Yermak to learn about their experience. A fortuitous partnership, these students were in the same Line Building class and were randomly selected to work together on this competition. As any smart designers, they researched the target and the Keds brand, then went straight to sketching. When they came back to edit, evaluate and build their line, they noticed that a nature theme came through. A turquoise zebra, a subtle rose with a graphic pointillism effect, coral from the sea and feathers of a call bird were all inspiration to this colorful, cohesive collection. Ecstatic about this opportunity, the students told me that their research, individual style wrapped into one theme and attention to every detail helped make the line a success.
Their exposure has been stellar. The collection is now sold exclusively at the NYC flagship store and online as a limited edition offering. To promote the collaboration, displays featured the collection on New York's iconic Fifth Avenue and the designers made daily in-window appearances sketching onto those iconic white Keds while pedestrians watched. As a finale, they had their very own meet & greet where they did on-site customization while models sported the collection.
Check out all the photos on the Lord & Taylor Facebook Page.
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