Design Army’s collaboration began with Jaspal when we were approached to help change brand perception and refresh product assortment. The goal — attract a younger audience. Out of this grew — “Fashion is Delicious,” and a limited edition collection was born. A bedazzled array of lush embroidered and bejeweled designs of food were boldly emblazoned on apparel and accessories. Creating an entirely new style that we call — “Street Baroque.
Think rubies on pizza, emerald popsicles embroidered on denim, heavy metal typography on a delicate pale pink clutch, and sunny side up eggs with diamond yolks — artfully placed on a sweatshirt. Fresh, fun, confident and irreverent — this collection satisfies everyone’s appetite for cool!
DIY Because there’s nothing more DELICIOUS than serving up your own style, we created a way for everyone to completely customize their fashion by designing rich embroidered patches. Placed on apparel, accessories, hats, and even sneakers — they can be mixed and matched, one or many, fun and splashy. Made for the minimalist or the “maximum-ist.”
Extending the “Delicious” experience into store and social media, we designed dynamic merchandised areas for the collection and created a vibrant, energetic short video. Each vividly bringing to life the juxtaposition of fashion and food with bright colors, and oversized graphic versions of partially melted ice cream cones and slices of jeweled pizza.