Lucky Brand was founded in 1990 with a spirit of reinvention, rooted in premium denim, Americana and self expression. With a more saturated denim market than ever, the demand to stand out and reclaim leadership in this category was apparent.

I worked closely alongside leadership and Lucky’s in-house team to refresh the iconic brand’s trim and denim hardware. An eye-catching red was selected as a prominent element for the trip package, taking inspiration from the classic 90’s jeans and keeping true to the American heritage of Lucky brand.