(photos by: Paul M. Lee)
Vinegar Designs lab Inc. has recently started to remodel into a full scale advertising and marketing firm, a one-stop-shop for brand consulting, web development as well as providing various media products and tools. We are all very excited that the company has grown into a commercial platform working with companies in various business sectors. This however doesn't truncate our artistic mindsets, as we still passionately enjoy the process of creating, whether is photography, films or art, making the full use of our brains' right hemisphere. We wanted to thank you for all the love and support. 2015 will be an exciting year for Vinegar Designs Lab.
In the recent news of American multi-brand J.Crew's first flagship store opening in France, located in the Marais district in Paris at 12 Rue Malher, we felt inspired to do a test shoot with Vinegar Lab. The brand's basic and versitle styles with intricate accessories pairing allow anyone's imagination to pull off looks that best represent their personalities. This sort of vibe is often experienced in Asian markets such as Hong Kong and Japan, where J.Crew has already raised its flags in those cities.
The creative was to utilize some of the basic pieces of J.Crew and transpire them into the "Parisian style" - Like imagining if I was a Parisian, how will I dress with J.Crew. The theme was more or less a lifestyle piece, with a hint of French-inspired docu-film approach and adding that casualness of street style. I loved the looks put together by Binzento for this test shoot, Scott M. from Royals Management. He has the natural persona that speaks European, though he's born and raised in Canada. The photography Vinegar Lab's photographer Paul M. Lee has captured the essence of the "Parisian J.Crew lifestyle", styled by me and completed with Jack Lee's graphic design. In many sense, there is also that Euro-influence Japanese flare, which is highly recognized in editorials in Japan.
It will until we visit the Paris J.Crew, then we'll find out how our Parisian friends will style themselves with the collection. The Rue Malher J.Crew location will carry a carefully edited selection of J,Crew’s Women’s designs including limited-edition pieces from the J.Crew Collection in the most special fabrics and prints, Italian cashmere, jewelry, a dedicated shoe area and items from J.Crew’s In Good Company partnerships – a collection of brand collaborations, hand-selected by the design team; including Birkenstock, Lulu Frost, New Balance, Point Sur, Ray Ban and Thomas Mason. There will also be a collaboration with Lacoste on their iconic polo shirt featuring a vintage crocodile logo, exclusive to J.Crew.
To celebrate the opening, J.Crew has created a capsule collection of one-of-a kind Saint James shirts available exclusively at the Rue Malher location. Each shirt is hand embellished by our designers using feathers, crystals and studs. J.Crew has also partnered with Swarovski to design a limited series of individual appliques including French phrases and motifs such as “Pardon My French” and the Eiffel Tower that can be adhered to Saint James shirts and other select merchandise.
(Original Text by Binzento)
Photography by: Paul M. Lee
Styling by: Binzento
Graphic Design by: Jack Lee
Model: Scott M. at Royals Management
J.Crew Spring/Summer 2015
Vinegar Designs Lab