City Lights was designed, produced and sold through Minnesota-made, yoga-inspired clothing company, MAI, in my debut as lead designer. The collection was inspired by the brilliant color, striking contrast, and bursts of energy that transform the Minneapolis skyline at sunset. 

 

COLLECTION GOALS:

Infuse Fashion Appeal into Active Apparel:

Identified a major lack of fashion-forward style in the activewear industry and capitalized on the opportunity to establish a fashion-infused brand identity for MAI.

Streamline Active & Lifestyle Wardrobe Transitions: 

Infused fashion elements into functional active styles and vice versa to simplify & streamline the active woman’s day.

Exude a Balance of Energy & Tranquility:

Juxtaposed bold and subtle color blocking and draped and fitted silhouettes to evoke a sense of irresistable comfort, versatility, and timelessness.

Drive Full Outfit Purchases of 2-4 styles:

Launched matching sets designed to be layered and mixed and matched, successfully normalizing multi-style

purchases. Tripled average transaction size from 2015!