This project started with the intention of leveraging the platforms of 2 retail businesses with similar audiences and aligned goals. Style Lease is an occasion-wear rental business that specialises in formal and evening wear. Éclat by Oui creates hand crafted diamond simulants and a jewellery line designed around them. For this collaboration, the 2 brands wanted to create a capsule collection of jewellery using stones from Éclat by Oui to complement the Style Lease selection.

Our first response to this project was to look for common ground between the 2 brands, and to create a concept that could encapsulate and infuse their respective brand values. We observed that being both women found and led brands, they largely believed in the empowerment of women through dress and jewellery.

We decided on titling our concept: 'The Formidable Woman', as an ode to the founders, their beliefs, and our intended audience. This idea suggests that every woman can be formidable in their own way, a quality which can persist no matter the situation or environment.

To visually convey the message of the concept, we focused on the quality of formidability and how it is carried. We zoomed in on the idea of steadfastness of formidability, how it engages and amplifies one's self and personality, and how it earns respect without having to be in your face.

We thus developed 4 unique pieces for this collection, naming them after four qualities we recognise and respect in 'The Formidable Woman', in the hopes of offering the wearer the attributes to do the same. The final collection is titled: 'The Finishing Touch', to signify that, as with dress, these pieces/qualities are essential final details to complete a formidable woman.

For our marketing images, we wanted to capture 'The Formidable Woman' as she evolves through stages, showcasing the pieces that follow her through her growth and ultimate. success, simultaneously expressing the wearability of our collection.

Evolution of The Formidable Woman

Expressionless, ghostly, mysterious, like an avatar or body freshly created, newly born

A career woman in her zone, deep in thought, time meets vogue, serious poses with editorial shots (woman on the rise)

The same woman, in her element, at the height of her power. Confident, commanding

Finally she celebrates, her success, her womanhood, her life and beauty, she finally starts to release her control