SCANDALE BY HALLE BERRY

Global Brand
Development

For her first foray into fashion intimates, Academy Award winning actress Halle Berry, teamed up with elegant and iconic French lingerie brand, Scandale, which had been bringing modernity, innovation and comfort to the lingerie category for 80 years. Having first discovered Scandale during her travels to Paris, Halle hoped to serve as the muse and curator of the brand. As a client of CAA (Creative Artists Agency), Halle approached CAA’s Brand Studio to envision and execute her brand.


As CAA’s Associate Design Director, I brought the brand from concept to market. Halle's love of Parisian culture, strength, timeless beauty, femininity and grace served as the underlying inspiration for the brand’s POV. We wanted to create a modern aesthetic with a nod to the brand's retro heritage, while maintaining a sexy, fun, beautiful, affordable feel. Our team developed the brand identity, brand positioning, style, and strategy and launched the brand exclusively at Target stores in the United States and Carrefour in Europe. I created the brand strategy, brand identity, visual aesthetic, and brand bible. I conceptualized and art directed on-set photo and video campaigns and was responsible for all brand executions from retail packaging to ads to digital and social content.

Collaborated with: Alice Ann Wilson | Shelly Bevilaqua | Vogue photographer: Alexi Lubomirski | Editor: Darwin Serink