As Lead Designer, I was responsible for translating VRSNL’s unique brand identity into a cohesive visual experience across digital platforms. This included designing dynamic site updates, developing striking lookbooks, and crafting engaging editorial content in close collaboration with the in-house editorial team.
The creative direction embraced a playful, pop-driven aesthetic—designed to break the conventions of luxury fashion while making it more accessible to those with a curious, expressive sense of style. Through a balance of whimsy and refinement, the goal was to reflect the brand’s irreverent tone while maintaining a polished, editorial aesthetic.
Design and Art Direction
VRSNL is all about a two-way street; a dialogue with our audience who are the curators of their wardrobe, their world.
• VRSNL mission statement
VRSNL embraces curiosity, creativity, and playfulness, constantly evolving through open-minded exploration. It values simplicity with character, favoring expression over perfection. Through this playful approach, the brand aims to redefine luxury fashion as more inclusive, entertaining, and part of everyday culture.
My creative direction focused on enhancing the striking photography with thoughtfully whimsical design elements. I embraced the offbeat—like unexpected halftone patterns or playful snippets of lorem ipsum—while maintaining clean, elevated layouts. To build visual consistency, I developed a design language centered on attention-grabbing techniques, such surrealist scaling, textured backgrounds, and intentional “board breaking,” all of which added depth, playfulness, and helped frame products more effectively within the more complex photo backdrops.
One of the early challenges was the reliance on product and vendor imagery for homepage and editorial updates. While this fulfilled basic content needs, it limited our ability to craft a distinctive visual identity for VRSNL. It quickly became clear that to elevate the brand, we needed a dedicated editorial team.
We brought together original photography, styling, copywriting, and merchandising to build a cohesive storytelling experience that truly captured VRSNL’s unique perspective. Our collaboration ensured that design and photography worked in harmony—some projects called for bold, layered visuals, while others benefited from a more minimalist approach.
Early in the process, I recognized the need to expand the guidelines—particularly in typography—to better reflect the brand’s playful yet refined personality. From concept to execution, I had the opportunity to explore fresh creative solutions, and play a defining role in shaping the VRSNL brand by taking an active part in editorial production and visual storytelling.
The trust my team placed in my process allowed me to grow—not just as a designer, but as a creative collaborator. It’s rare to see production and design teams so closely aligned in an editorial setting, but that synergy led to a final product that was both beautiful and highly functional—an authentic expression of our collective vision. I am extremely proud of my work for VRSNL—from the design to the art direction—and this is exactly the kind of project I would love to continue doing in the future.
Amanda Egan
Photographer / Creative Director / Editorial Producer
Janeth Lopez
Stylist / Editorial Producer
Kinesha Goldson
Creative Director / Editorial Producer
Ally Schmaling
Photographer
Models provided by Wilhelmina and LA Models.
